PENGARUH PROMOSI DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MELALUI E-COMMERCE SHOPEE (STUDI PADA MAHASISWA PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS PAMULANG)

Abstract

The purpose of this study is to examine the Influence of promotion and consumer trust on purchase decisions in Shopee E-Commerce (A Study on students of the management study program, Faculty of Economics and Business, Pamulang University), both partially and simultaneously. The sampling technique used random sampling to obtain a sample of 96 respondents in this study. The research findings indicate that promotions (X1) and consumer trust (X2) significantly influence purchase decisions, with a regression equation of  Y = 2.501 + 0.543 (X1) + 0.620 (X2). The coefficient of correlation, indicating the strength of the relationship between the independent variables and the dependent variable, is 0.838, indicating a strong correlation. The coefficient of determination is 0.703, suggesting that promotions and cunsomer trust influence on purchase decisions in the amount of 70,3%, while the remaining 29,7% is influenced by other factors not examined in this study. The hypothesis test results show that the computed F value (110.019) exceeds the tabulated F value (3.094), and the p-value (0.000) is less than the significance level (0.05), leading to the rejection of the null hypothesis (H0) and acceptance of the alternate hypothesis (H3). This indicates a significant simultaneous effect of promotion and consumer trust on purchase decisions in Shopee E-Commerce (A Study on students of the management study program, Faculty of Economics and Business, Pamulang University).