ANALISIS PERSEPSI MAHASISWA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE
Abstract
Abstrak
Pada era globalisasi, penggunaan internet semakin terus berkembang seiring dengan perubahan perilaku dalam pengambilan keputusan pembelian. Penelitian ini bertujuan untuk menganalisis persepsi mahasiswa mengenai produk, harga, promosi, sikap, dan pelayanan dalam mempengaruhi Keputusan Pembelian Marketplace Shopee. Metode yang digunakan dalam penelitian ini yaitu survei dengan kuesioner sebagai pengumpulan data utama. Sampel penelitian 87 responden, menggunakan Penelitian total sampling. Penelitian ini dilakukan pada mahasiswa Program Studi Pendidikan Ekonomi tahun akademik 2020/2021 di Kuningan, Indonesia. Teknik analisis data menggunakan Regresi Linear berganda dengan SPSS. Studi ini memiliki temuan. Pertama, faktor produk berpengaruh positif signifikan terhadap keputusan pembelian pada Marketplace Shopee. Kedua, faktor harga berpengaruh positif signifikan terhadap keputusan pembelian pada Marketplace Shopee. Ketiga, faktor promosi berpengaruh positif signifikan terhadap keputusan pembelian pada Marketplace Shopee. Keempat, faktor sikap berpengaruh positif signifikan terhadap keputusan pembelian pada Marketplace Shopee serta kelima faktor pelayanan berpengaruh positif signifikan terhadap keputusan pembelian pada Marketplace Shopee. Hasil yang diperoleh adalah promosi berpengaruh lebih besar terhadap keputusan pembelian pada Marketplace Shopee. Hal ini menunjukkan bahwa promosi mampu memobilisasi perilaku mahasiswa dalam mengambil keputusan pembelian Marketplace Shopee. Sementara faktor produk mempunyai hubungan yang rendah, bahwa terdapat temuan ketidaksesuaian material produk yang diterima. Penelitian ini membuktikan bahwa faktor promosi perlu menjadi pertimbangan yang akan meningkatkan loyalitas mahasiswa dalam mengambil keputusan pembelian online.
Kata kunci: persepsi mahasiswa; keputusan pembelian; marketplace shopee
Abstract
In the era of globalization, the use of the internet continues to grow along with changes in behavior in making purchasing decisions. This study aims to analyze student perceptions of products, prices, promotions, attitudes, and services in influencing Shopee Marketplace Purchase Decisions. The method used in this research is a survey with a questionnaire as the main data collection. The research sample was 87 respondents, using total sampling research. This research was conducted on students of the Economic Education Study Program for the academic year 2020/2021 in Kuningan, Indonesia. The data analysis technique uses multiple linear regression with statistical software SPSS. This study has findings. First, the product factor has a significant positive effect on purchasing decisions on the Shopee Marketplace. Second, the price factor has a significant positive effect on purchasing decisions on the Shopee Marketplace. Third, the promotion factor has a significant positive effect on purchasing decisions. Fourth, the attitude factor has a significant positive effect on purchasing decisions and the five service factors have a significant positive effect on purchasing decisions on the Shopee Marketplace. The results obtained are that promotions have a greater effect on purchasing decisions on the Shopee Marketplace. This shows that promotion is able to mobilize student behavior in making Shopee Marketplace purchasing decisions. While the product factor has a low relationship, that there are findings of non-conformance of the product material received. This study proves that promotional factors need to be considered that will increase student loyalty in making online purchasing decisions.
Keywords : student perception; purchase decision; marketplace shopee
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