PENGARUH HARGA, KEAMANAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE

This study aims to determine the effect of prices, security and ease on purchasing decisions in Shopee. This is quantitative study using purposive sampling technique and obtaining 105 respondents. The data source in this study are primary data, obtained from the distributing questionnaires and measured it using likert scale. The data analysis technique used is multiple linear regression analysis accompanied by a T test (partial) and the dominant test. The coefficient of determination and hypothesis testing are calculated using SPSS 25.0. Partial test results shows that price and ease have a positive and significant effect on purchase decisions, while security has a positive and insignificant effect on purchasing decisions in Shopee. The most influential factor on purchasing decisions in Shopee is price