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