Pengaruh Penetapan Harga, Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Online Shopee (Studi Kasus Masyarakat Arjuno Kelurahan Kauman Kecamatan Klojen)

Abstract

Abstract

The rapid advancement of digital technology and increased internet access have fueled the expansion of Indonesia's e-commerce industry, with Shopee standing out as a prominent online shopping platform. This research seeks to examine how pricing strategies, service quality, and promotional activities affect consumer purchase decisions on Shopee. Employing a quantitative method, the study utilized surveys by distributing questionnaires to 95 respondents aged between 18 and 30 years who have engaged in online shopping. The collected data were analyzed through multiple linear regression using SPSS Statistics 25. The findings reveal that collectively, pricing, service quality, and promotion significantly influence consumer buying decisions on Shopee. Individually, each of these factors also exerts a positive and meaningful effect on purchasing behavior. These results highlight the critical role of cohesive marketing strategies in boosting customer loyalty and purchase decisions in the digital age.

Keywords: pricing, service quality, promotion, purchasing decision, Shopee, e-commerce