DETERMINANTS OF ONLINE PURCHASE DECISIONS AT SHOPEE MARKETPLACE

  • Mesra B Universitas Pembangunan Panca Budi
  • Hernawaty Hernawaty Universitas Pembangunan Panca Budi
  • Surya Asih Universitas Pembangunan Panca Budi

Abstract

This study aims to analyze the marketing mix on online purchasing decisions on the Shopee Marketplace at the student Universitas Pembangunan Panca Budi. The method used is collecting data through questionnaires with the criteria of consumers who have transacted on the Shopee online shopping site totaling 96 respondents. This research is a quantitative research using structural equation modeling (SEM). The results of this study conclude that: product, price, promotion, and distribution have a positive and significant effect on online purchasing decisions.

Author Biographies

Mesra B, Universitas Pembangunan Panca Budi

Master of Management Department

Hernawaty Hernawaty, Universitas Pembangunan Panca Budi

Management Department

Surya Asih, Universitas Pembangunan Panca Budi

Management Department

Published
2022-08-08
How to Cite
B, Mesra; HERNAWATY, Hernawaty; ASIH, Surya. DETERMINANTS OF ONLINE PURCHASE DECISIONS AT SHOPEE MARKETPLACE. Proceeding International Conference Keputeraan Prof. H. Kadirun Yahya, [S.l.], v. 1, n. 1, p. 24-32, aug. 2022. ISSN 2961-7960. Available at: <https://jurnal.pancabudi.ac.id/index.php/keputeraan/article/view/4272>. Date accessed: 05 nov. 2024.
Citation Formats
Issue
Vol 1 No 1 (2022): 1st International Conference Keputeraan Prof. Kadirun Yahya
Section
Articles