Pengaruh Gratis Ongkir, Discount, Dan Online Costumer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Pengguna Marketplace Shopee di Kota Malang)

Abstract

Abstract

 

This research aims to analyze and describe the influence of free shipping, discounts and online customer reviews on purchasing decisions on the Shopee marketplace (case study of Shopee marketplace users in Malang City). The population in this research are consumers in Malang City who have purchased at Shopee. Determining the number of samples used the Malhotra formula and obtained results of 90 respondents. Data collection was carried out using a questionnaire. To solve the problem in this research using SPSS assistance with the analytical methods used in this research are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, F test, t test, coefficient of determination test (R2). The research results show that discounts have a significant effect on purchasing decisions, while free shipping and online customer reviews do not have a significant effect on purchasing decisions.

 

Keywords: Free Shipping, Discount, Online Customer Reviews, And Purchasing Decisions.