PENGARUH KEMUDAHAN, KEPERCAYAAN KONSUMEN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA SHOPEE DI SURABAYA
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Institusion
Universitas Bhayangkara Surabaya
Author
Kurniawan, David
Subject
Datestamp
2023-02-14 04:02:50
Abstract :
The large number of internet users, especially in Indonesia, provides a great opportunity or opportunity for business people to create online shopping. This study aims to determine the effect of easy of use, trust and promotion on purchasing decisions. The population in this study are customers who use Shopee in Surabaya. The data source used is primary data. Data was collected by distributing questionnaires with a total sample of 150 respondents. The analysis technique used in this research is multiple linear regression analysis using SPSS (Statistical Product and Service Solution) version 23.0. The results showed that conv easy of use, trust and promotion simultaneously and partially had a significant effect on the purchasing decisions of Shopee users in Surabaya. From this research, the most dominant variable is promotion of 0.433 or 43.3%.
The large number of internet users, especially in Indonesia, provides a great opportunity or opportunity for business people to create online shopping. This study aims to determine the effect of easy of use, trust and promotion on purchasing decisions. The population in this study are customers who use Shopee in Surabaya. The data source used is primary data. Data was collected by distributing questionnaires with a total sample of 150 respondents. The analysis technique used in this research is multiple linear regression analysis using SPSS (Statistical Product and Service Solution) version 23.0. The results showed that conv easy of use, trust and promotion simultaneously and partially had a significant effect on the purchasing decisions of Shopee users in Surabaya. From this research, the most dominant variable is promotion of 0.433 or 43.3%.
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