DETERMINANTS OF PRODUCT PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE

Abstract

Technological developments increase online buying and selling transactions through e-commerce. This study aims to examine the determinants that affect purchasing decisions on marketplace Shopee. This type of descriptive quantitative approach is used in this study. To determine the research sample, a stratified proportional random sampling technique was used and 100 students of IAIN Salatiga were obtained as research samples. The data analysis technique used is multiple linear regression with the research instrument in the form of a questionnaire. The results showed that 1) Islamic branding had a positive and significant effect on Shopee marketplace purchasing decisions, 2) promotions had a positive and significant impact on Shopee marketplace purchasing decisions, 3) product reviews had no significant effect on Shopee marketplace purchasing decisions, 4) security has a positive and significant effect on Shopee  marketplace purchasing decisions, 5) payment methods have a positive and significant impact on Shopee marketplace purchasing decisions