Influence of Advertising, Price, and Quality of Service on Purchase Decisions on the Shopee Application (Studies at State University of Jakarta Students)

Abstract

This study discusses the effect of advertising, price, and service quality on purchasing decisions on the Shopee application at the State University of Jakarta using quantitative research methods. The purpose of this study was to find out whether there was a positive influence between advertising, price, and service quality on purchasing decisions. The number of samples used in this study was 100 respondents, namely students of the State University of Jakarta. The data collection technique used was to distribute Likert scale questionnaires with a score range of 1-5. Researchers tested using SPSS 23, namely test instruments, classical assumptions, and hypothesis testing. From these calculations, the results of multiple regression analysis are obtained Ŷ = 8.671 + 0.287X1 + 0.585X2 + 0.057X3 then the Fcount is obtained of 35.805> Ftable value of 2.70. Furthermore, the results of the calculation of the ttest of advertising have tcount value of 3.276 > ttable value of 0.677, price have tcount value of 5.710 > ttable value of 0.677, and service quality tcount value of 0.785 > ttable of 0.677. Therefore, it can be said that the advertising, price, and service quality variables influence the purchasing decision variable.