ANALYSIS OF FACTORS INFLUENCING PURCHASING DECISIONS IN E-COMMERCE SHOPEE

Tamriatin  Hidayah; Mohd.  Farid Shamsudin

doi:10.31967/prmandala.v5i0.1200

Tamriatin Hidayah Institute Technology and Science Mandala
Mohd. Farid Shamsudin Kuala Lumpur Univesity

DOI: https://doi.org/10.31967/prmandala.v5i0.1200

Abstract

This research aims to determine and analyze the influence Ease of use, Promotion, Service Quality, Trust and Product Reviews on Purchasing Decisions on Shopee e-commerce . The research method used is a quantitative method. The sample taken in this research was 60 respondents. The sampling method used was purposive sampling and the data analysis technique used was multiple linear Regression Analysis with the t test and F test to test the hypothesis. The results of this research show that Ease uf use and Promotion have no partial effect on Purchasing Decisions, while Quality Service, Trust and Product Reviews are proven to partially influence Purchasing Decisions on Shopee e-commerce , and together (simultaneously) Ease of use, Promotion, Service Quality, Trust and Product Reviews together have a significant influence on Purchasing Decisions on e-commerce. Shopee