PENGARUH SALES PROMOTION DAN ONLINE CUSTOMER EXPERIENCES TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (STUDI PADA MAHASISWA AKTIF FEB UNESA)

  • Handayani Rahayu Ningsih Universitas Negeri Surabaya
  • Septyan Budy Cahya Fakultas Ekonomi, Universitas Negeri Surabaya

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

Published
2022-06-24
How to Cite
Ningsih, H., & Cahya, S. (2022). PENGARUH SALES PROMOTION DAN ONLINE CUSTOMER EXPERIENCES TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (STUDI PADA MAHASISWA AKTIF FEB UNESA). Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1689-1700. Retrieved from https://ejournal.unesa.ac.id/index.php/jptn/article/view/46719
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Article
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