Pengaruh Harga dan Kulitas Pelayanan pada Keputusan Pembelian di E-Commerce Shopee

Abstract

This study examines the influence of price and service quality on purchasing decisions on the Shopee e-commerce platform. Involving 170 respondents, the study found that Shopee's price and service quality significantly affect consumers' purchasing decisions. Regression analysis shows that both factors contribute positively to the formation of purchasing decisions, supporting the study’s hypothesis. This research provides insights into the factors that influence consumer purchasing behavior in the context of e-commerce, particularly on Shopee. Validity and reliability tests on the questionnaire indicate that the data collection tool used is valid and reliable. The results of the statistical analysis confirm the overall significance of the regression model and the contribution of each independent variable (price and service quality) to purchasing decisions. The study emphasizes that both price and service quality on Shopee play a major role in shaping consumer purchasing decisions. This study offers valuable insights for e-commerce companies to improve marketing strategies, address customer needs, and maintain a competitive advantage in an increasingly competitive market.