KUALITAS PELAYANAN PADA KEPUTUSAN PEMBELIAN DALAM BERBELANJA ONLINE PADA MARKETPLACE SHOPEE

Abstract

This study aims to analyze the influence of promotion, price, and service quality on people's purchasing decisions in online shopping through the Shopee marketplace in Pematang Reba Village. This study uses a quantitative approach with a survey method by distributing questionnaires to 375 respondents selected by purposive sampling. Data were analyzed using validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination. The results of the study indicate that promotion has a positive and significant effect on purchasing decisions. Conversely, price has a negative and insignificant effect on purchasing decisions. Service quality also has a negative but significant effect on purchasing decisions. Simultaneously, promotion, price, and service quality have a significant effect on purchasing decisions with a contribution of 51.6%, while the remaining 48.4% are influenced by other factors outside this study. These findings provide implications for Shopee Indonesia and sellers to pay more attention to promotional strategies, build competitive price perceptions, and improve service quality to encourage consumer purchasing decisions.