PENGARUH KUALITAS PELAYANAN, HARGA, KEAMANAN, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA SHOPEE DI BANJARBARU

Abstract

The aim of the research is to see (1) Purchasing Decisions are influenced by Service Quality (2) Purchasing Decisions are influenced by Price (3) Purchasing Decisions are influenced by Security (4) Purchasing Decisions are influenced by Trust in Shopee users in Banjarbaru. Respondents totaled 100 Shopee users in Banjarbaru. Purposive sampling technique was used to determine the sample. Questionnaires were distributed to obtain primary data. Multiple Linear Regression Analysis was used to analyze data collected through questionnaires. The findings from the t test show that Service Quality and Trust partially do not have an influence on Purchasing Decisions. Partial test findings also found that Purchase Decisions were influenced by Price and Security among Shopee users in Banjarbaru