Pengaruh Promosi dan Persepsi Kemudahan terhadap Keputusan Pembelian pada Pengguna Marketplace Shopee di Kecamatan Cengkareng
DOI:
https://doi.org/10.54065/ijed.6.2.2026.876Kata Kunci:
promotion, perceived ease of use, purchasing decision, shopeeAbstrak
The rapid growth of online marketplaces in Indonesia has intensified competition among e-commerce platforms, encouraging companies to understand the factors influencing consumers' purchasing decisions. Promotion and perceived ease of use are considered important factors affecting purchasing decisions among Shopee marketplace users. This study aims to analyze the influence of promotion and perceived ease of use on purchasing decisions among Shopee marketplace users in Cengkareng District, West Jakarta. This study employed a quantitative research method. The sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with the assistance of SPSS version 26. The results indicate that promotion and perceived ease of use have a positive and significant effect on purchasing decisions, both partially and simultaneously. Perceived ease of use has a greater influence on purchasing decisions than promotion. Furthermore, the two independent variables explain 62.8% of the variation in purchasing decisions, while the remaining 37.2% is influenced by other factors outside the research model. Therefore, improving promotional strategies and enhancing the ease of use of the Shopee application can increase consumers' purchasing decisions.
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