FACTORS AFFECTING CONSUMERS ANALYSIS IN ONLINE SHOP LAZADA PURCHASE DECISIONS (CASE STUDY OF INDONESIAN CHRISTIAN UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS)
Abstract
Today, with the rapid development of innovation and the web in Indonesia, it has
significantly affected business changes, starting from the way to promote, how to
buy and offer, how to interact between people and informal long-distance
communication work. In this study, the problem to be discussed is how the
relationship between service quality promotion prices and purchasing decisions is
made. In this study, researchers examined Lazada's online shop. Thegpurpose of
this studyiwas to determinejthe effect ofkprice, promotiona, servicejquality on
purchasingudecisions at the Lazada online shop. In this study, researchers took a
sample of 40 Lazada users to beptested using multipleglinear regressionjanalysis.
The final result of the hypothesis in thisjstudy usingmultiple linearjregression
analysisgis. 1) Price has no effect on purchasing decisions at Lazada'sionline
shop, with a t-count value < t-table, (1,267 < 2.042) This result shows that price
has a negative impact on purchasingydecisions.2) Promotionghas an effectaon
purchasing decisions at Lazada's online shop, with a value of t-count > t-table,
(3.551 > 2.042) These results indicate that promotions have a positive impact on
purchasingtdecisions. 3) Service quality has no effect on purchasing decisions at
Lazada's online shop. , with arvalue ofgt-count < t-table, (1,338 <2,042) This
result shows that quality has a negative impact on purchasing decisions.
Keywords : price, service quality, promotion, purchase decision
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