The Influence of Promotions and Prices on Purchase Decisions at Shopee (Case Study in Tanjung Piayu Community, Batam City)

eCo-Buss Pub Date : 2023-12-10 DOI:10.32877/eb.v6i2.914

Jubelia Ayu Ebong Hurek, David Humala Sitorus

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Abstract

This study aims to determine the effect of promotions and prices on purchasing decisions at Shopee partially or simultaneously on purchasing decisions at Shopee. This research method is quantitative with the sampling technique in this study, namely probability sampling with the simple random side method. The distribution of questionnaires in this study used the simple random sampling technique and the data were analyzed using the SPSS version 25 statistical program. The results of this study indicated that promotions at Shopee significantly influence purchase decision making at Shopee with a significance of 0.000 <0.05 and t count 5.426 > 1,984. And with a significance result of 0.000 <0.05 and t count 4.378 > ttable 1.984, prices also have a significant effect on purchasing decisions at Shopee. It was concluded that promotions and prices had a significant effect on purchasing decisions at Shopee. According to the coefficient of determination for R Square of 0.579, the percentage effect of promotion and price on purchasing decisions at shopee in the Tanjung Piayu community in Batam City is 57.9% and the influence of other variables not included in this study is 42.1%.

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促销和价格对在Shopee购物决策的影响（峇淡市丹戎比尤社区案例研究）

本研究旨在确定促销和价格对在Shopee购买决策的影响，部分或同时对在Shopee购买决策的影响。本研究采用定量研究方法，抽样技术为简单随机抽样法的概率抽样。本研究采用简单随机抽样技术发放问卷，并使用 SPSS 25 版统计程序对数据进行分析。研究结果表明，Shopee 的促销活动极大地影响了消费者在 Shopee 的购买决策，显著性结果为 0.000 1,984。同时，价格对在 Shopee 的购买决策也有重要影响，显著性结果为 0.000 ttable 1.984。由此得出结论，促销和价格对在 Shopee 的购买决策有显著影响。根据 R Square 的决定系数 0.579，促销和价格对峇淡市丹绒比尤社区购物者购买决策的影响百分比为 57.9%，本研究未包括的其他变量的影响百分比为 42.1%。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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