Pengaruh Promosi Online dan Harga terhadap Minat Beli serta Dampaknya pada Keputusan Pembelian Belanja Online di Shopee

Abstract

This research aims to examine the significant influence of online promotions and prices on purchasing interest and their impact on online shopping purchasing decisions at Shopee. This research uses quantitative descriptive research methods. The sample population was 96 people from Gunung Anyar Surabaya. The data collection technique used in the research is the method of filling out a questionnaire. Data analysis uses path analysis and Sobel test. The research results can be concluded that (1) Online Promotions and Prices have a significant influence on online shopping interest at Shopee; (2) Online promotions and prices have a direct influence on online shopping purchasing decisions at Shopee; (3) Purchase interest has a significant influence on online shopping purchasing decisions at Shopee; (4) Online promotions influence purchasing decisions through interest in online shopping at Shopee; (5) Price has an influence on purchasing decisions through interest in online shopping at Shopee.