Pengaruh Kepercayaan, Kualitas, dan Harga pada Keputusan Pembelian di Shopee

Abstract

This study analyzes the influence of consumer trust, product quality, and price on purchasing decisions in Shopee e-commerce. The research uses a quantitative approach, with data collected through survey questionnaires. The population for the study comprises active Shopee users, and the sampling technique employed is purposive sampling. Data analysis is conducted using multiple linear regression. The findings reveal that consumer trust, product quality, and price significantly affect online purchasing decisions. The study provides implications for e-commerce managers to enhance consumer trust, maintain product quality, and offer competitive pricing to improve customer satisfaction and loyalty. The data used in this study is primary data, which is information obtained directly from first-hand sources by the researchers. The data collection method involves distributing questionnaires. The population in this study consists of all Shopee application users in Indonesia. The sample is selected through non-probability sampling using purposive sampling with specific criteria, such as having made at least two purchases on Shopee, being at least 17 years old, and having a minimum education level of senior high school (SMA). The total sample size is 100 respondents, determined using the Slovin formula. Data analysis in this study is conducted using multiple linear regression analysis. Hypothesis testing results indicate the following: Consumer trust (X1) has no significant effect on purchasing decisions (Y) on Shopee e-commerce. Product quality (X2) has a significant effect on purchasing decisions (Y) on Shopee e-commerce. Price (X3) significantly influences purchasing decisions (Y) on Shopee e-commerce.