Improving online purchasing decisions through product assessments on shopee marketplace consumers
1 Department of Master of Management Universitas Pembangunan Panca Budi, Medan, Indonesia.
2 Department of Management, Universitas Pembangunan Panca Budi, Medan, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2022, 15(02), 459–466
Article DOI: 10.30574/wjarr.2022.15.2.0843
Publication history:
Received on 12 July 2022; revised on 17 August 2022; accepted on 19 August 2022
Abstract:
The purpose of this study is to analyze the factors that influence online purchase decisions on shopee marketplace. The method used is a method of collecting data through a questionnaire that is measured using an interval scale diagram. The sampling method uses a purposive sampling technique with the criteria of consumers who have transacted on shopee's online shopping site from November to December 2021 totaling 96 respondents, namely students of Universitas Pembangunan Panca Budi. This research is a quantitative study using associative strategies using descriptive statistics and structural equation modeling (SEM). The results of this study concluded that: (1) Products have a positive and significant effect on product valuation, (2) Products have a positive and significant effect on online purchasing decisions, (3) Prices have a positive and significant effect on product valuations, (4) Prices have a positive and significant effect on online purchasing decisions, (5) Product assessments have a positive and significant effect on online purchasing decisions, (6) Products have a positive and significant effect on online purchasing decisions through the process product assessment, (7) Price has a positive and significant effect on online purchasing decisions through the product assessment process.
Keywords:
Product; Price; Product Valuation; Online Purchasing Decision
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Copyright © 2022 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0