Pengaruh Kepercayaan Konsumen, Tagline, Flash Sale, dan Kemudahan Penggunaan terhadap Keputusan Pembelian pada Pengguna Marketplace Shopee di Kota Medan

Abstract

Shopee is the largest marketplace in Indonesia. Its rapid growth allows Shopee to reach that position within just four years. The research aims to determine the effects of consumer trust, taglines, flash sales, and ease of use on purchasing decisions in Shopee. This is a quantitative associative type of research. The sample is 100 respondents who have shopped online at Shopee, used the internet, and used gadgets using the Wibisono technique with a Likert measurement scale, Hypothesis testing in this study uses multiple linear regression analysis. The results showed that simultaneously consumer trust, tagline, flash sale, and case of use have a positive and significant effect on purchasing decisions with a coefficient of determination of 0.506 or 50.6% Partially, consumer confidence has a positive and insignificant effect on purchasing decisions, taglines have a positive and significant effect on purchasing decisions, flash sales have a positive and significant effect, and ease of use has a positive and significant effect on purchasing decisions.