KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE DI MASA PANDEMI COVID 19
Farhan Aji Nugroho ˡ dan Titi Nugraheni²
Jurusan Manajemen, Fakultas Ekonomi Universitas Gunadarma
Jl. Margonda Raya N0. 100, Depok 16424, Jawa Barat
farhanaji16@gmail.com
titi_n@staff.gunadarma.ac.id
Abstrak
Dunia telah di hebohkan oleh wabah virus COVID-19 yang telah membuat resah seluruh masyarakat di dunia. Banyak masyarakat di dunia menggunakan fasilitas internet untuk melakukan kegiatan pada masa pandemi, di karenakan untuk mencegah tersebarnya virus COVID-19. Tujuan penelitian ini adalah untuk menganilis beberapa factor yang memicu keputusan pembelian di Marketplace Shopee.
Penelitian ini menggunakan pendekatan kuantitatif, dengan bentuk asosiatif. Data diperoleh dari hasil kuisioner dari 100 responden yang merupakan mahasiswa di Depok. Analisis data dilakukan dengan Analisis Regresi Linier Berganda. Program SPSS 23.
Hasil penelitian menunjukkan bahwa Harga dan Kualitas Pelayanan secara berpengaruh signifikan terhadap keputusan pembelian pada Shopee.
Kata Kunci : Harga, Kulaitas Pelayanan, Keputusan Pembelian, Pandemi
Abstract
The world has been stirred up by the outbreak of the COVID-19 virus which has unsettled the entire world community. Many people in the world use internet facilities to carry out activities during the pandemic, because to prevent the spread of the COVID-19 virus. The purpose of this study is to analyze several factors that trigger purchasing decisions on the Shopee Marketplace.
This study uses a quantitative approach, with an associative form. The data were obtained from questionnaires from 100 respondents who were students in Depok.
Data analysis was performed with Multiple Linear Regression Analysis. SPSS 23.
The results showed that Price and Service Quality had a significant effect on purchasing decisions at Shopee.
Keywords: Price, Service Quality, Purchase Decision, Pandemic