Determinan Keputusan Pembelian Pada E-Commerce Shopee: Perspektif Live Streaming, Diskon dan Gratis Ongkos Kirim
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Tia Chisca Anggraeni
*
Universitas Gunadarma, Depok,
Indonesia
Abstract
The aim of this research is to determine the influence of Live streaming, Price Discounts and Free Shipping on Purchasing Decisions on Shopee E-commerce partially and simultaneously. The analysis method in this research uses Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, T Test (Partial), F Test (Simultaneous), and Coefficient of Determination Test (R2). The data used in this research is primary data obtained using a questionnaire instrument with a sample size of 100 respondents. The method for taking this sample is non-probability sampling with a purposive sampling technique. Data was processed using SPSS v.23 tools. Based on the results of the T test research, it shows that the Live streaming variable partially has no and significant influence on the purchasing decision variable. Meanwhile, the Price Discount and Free Shipping variables partially have a positive and significant effect on purchasing decisions on Shopee e-commerce. Then the results of the F test show that the variables Live streaming, Price Discounts and Free Shipping simultaneously have a significant influence on purchasing decisions on Shopee e-commerce. The results of the coefficient of determination (R2) show that the influence of Live streaming, Price Discounts and Free Shipping on purchasing decisions is 59.7%, while the remaining 40.3% is the contribution of other variables not included in this research, for example service quality, promotions, and so on.
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