Pengaruh Potongan Harga, Ketersediaan Barang dan Kemudahan Transaksi Terhadap Keputusan Pembelian di E-Commerce Tokopedia (Studi Kasus Masyarakat Medan Tuntungan Kota Medan)
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Lathifah Hidayati
*
Indonesia
- Julianto Hutasuhut Indonesia
- Yayuk Yuliana Indonesia
- Toni Hidayat Indonesia
Abstract
This study aims to examine and analyze the influence of price discounts, product availability, and transaction convenience on purchasing decisions among Tokopedia users. A quantitative research method was employed. The study population consisted of Tokopedia users, with a sample of 100 respondents selected using purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that price discounts have a positive and significant partial effect on purchasing decisions, with a calculated t-value of 4.693 (exceeding the t-table value of 1.986) and a significance level of 0.000 (< 0.05). Product availability also has a positive and significant effect on purchasing decisions, with a calculated t-value of 2.803 (exceeding the t-table value of 1.986) and a significance level of 0.006 (< 0.05). Similarly, transaction convenience has a positive and significant effect on purchasing decisions, with a calculated t-value of 2.898 (exceeding the t-table value of 1.986) and a significance level of 0.005 (< 0.05). Furthermore, price discounts, product availability, and transaction convenience simultaneously exert a positive and significant influence on purchasing decisions, with a calculated F-value of 66.434 (exceeding the F-table value of 2.70) and a significance level of 0.000 (< 0.05). An R-value of 0.822 indicates a very strong relationship between the independent variables and the dependent variable, while the coefficient of determination (R²) of 0.675 shows that 67.5% of the variation in purchasing decisions can be explained by price discounts, product availability, and transaction convenience, with the remaining 32.5% explained by variables outside the scope of this study.
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