FAKTOR-FAKTOR YANG BERPENGARUH PADA KEPUTUSAN BERBELANJA ONLINE MENGGUNAKAN APLIKASI SHOPEE

Putra, Gideon Putra Krizella and Tresyanto, Citra Anggraini (2023) FAKTOR-FAKTOR YANG BERPENGARUH PADA KEPUTUSAN BERBELANJA ONLINE MENGGUNAKAN APLIKASI SHOPEE. BIP's Jurnal Bisnis Perspektif, 15 (2). pp. 118-127. ISSN 2715-2596

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Abstract

Advances in technology make it easier for consumers to make online transactions.Consumers can buy goods in various marketplaces. Shopee is the marketplace with the highest traffic in Indonesia. One of the top 10 best selling product categories on Shopee is mother and baby equipment. This study discusses one of the online stores in the Shopee marketplace, namely the Kasur Bayi Hitz. The purpose of this study was to determine the effect of advertisements, product photos, and product reviews on the purchase decision of Kasur Bayi Hitz on the Shopee marketplace. The population in this study were all consumers who had made a purchase at the Kasur Bayi Hitz online store by 6.354 consumers, where the number of samples was 98 respondents. The sampling technique of this study used the Simple Random Sampling method. Based on the results of data processing using IBM SPSS Statistics version 22, it can be said, all statement items are said to be valid, and all variables are declared reliable. The results of the classical assumption test can be said, all classical assumption tests consisting of normality test, multicollinearity test, heteroscedasticity test are declared fulfilled. In the coefficient of determination test seen from the Adjusted R Square value, it can be said that the contribution of advertising variables (X1), product photos (X2) and product reviews (X3) is 0.336, so the contribution is low. The results of hypothesis testing, it can be said that the advertising variable (X1) and product reviews (X3) have a significant effect on purchasing decisions (Y) for Kasur Bayi Hitz on the Shopee marketplace. While the product photo variable (X2) has no effect on purchasing decisions (Y) Kasur Bayi Hitz on the Shopee marketplace.

Item Type:	Article
Uncontrolled Keywords:	Keputusan Pembelian, Iklan, Foto Produk, Ulasan Produk
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Citra Anggraini Tresyanto
Date Deposited:	20 Dec 2023 08:57
Last Modified:	20 Dec 2023 08:57
URI:	http://repositori.ukdc.ac.id/id/eprint/1511

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