PENGARUH SALES PROMOTION DAN ONLINE CUSTOMER EXPERIENCES TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (STUDI PADA MAHASISWA AKTIF FEB UNESA)
Abstract
The research aims to explain the influence of sales promotion and online customer experiences on purchasing decisions on Shopee e-commerce, especially for students of the Faculty of Economics and Business from Surabaya State University. In the PDDikti (Higher Education Database) in January 2022, that students of the Faculty of Economics and Business that have been obtained as many as 2,279 students who are in the population in the study, the Slovin formula as the basis for sampling to 96 students using purposive sampling techniques, and data collection by distributing questionnaires with a likert measurement scale. Multiple linear regression analysis techniques are used as data analysis techniques. SPSS 25.0 for windows is used as a medium for processing data. SPSS 25.0 for windows is used as a medium for processing data. The results of this study prove that the signification value of the sales promotion variable analysis (X1) against the purchasing decision variable (Y) in Shopee e-commerce has a positive effect, and the signification value of the results of the online customer experiences variable (X2) has a positive effect on the purchase decision variable (Y) on Shopee e-commerce Based on the results of this study, it is proven that sales promotion and online customer experiences have a simultaneous effect on purchasing decisions.
Keywords : Sales promotion; Online Customer Experiences; Purchasing Decision
Abstract View: 59 
PDF Download: 49
Copyright (c) 2022 Handayani Rahayu Ningsih
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Jurnal Pendidikan Tata Niaga (JPTN) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
