The Influence of Price, Product Quality, and Promotion on  Purchase Decisions in E-Commerce Shopee With Trust as a  Moderating Variable

Nurul Roudhotul Jannah; Atwal Arifin

Nurul Roudhotul Jannah Universitas Muhammadiyah Surakarta
Atwal Arifin Universitas Muhammadiyah Surakarta

Keywords: Buyer's Decision, price, product, quality, promotion, trust

Abstract

A consumer must make a final decision on the purchase of a good or service after giving various factors some thought. One of them is the fact that customers may be influenced by a number of things when making a purchase from an online retailer The objective of this study was to ascertain, among students at the Faculty of Economics and Business, University of Muhammadiyah Surakarta, the influence of price, product quality, and promotion on purchasing decisions at an online store with trust as a moderating variable. A lot of statistics are needed for the quantitative research methodology, which includes data collecting, data analysis, and result presentation. The internal population was made up of pupils from Muhammadiyah University in Surakarta's Faculty of Economics and Business. With up to 98 respondents, convenience sampling was the sample strategy utilized. A questionnaire is utilized as the data collection tool. The SPSS version 25 program was used to process the instrument tests, classical assumption tests, multiple linear regression analysis tests, t (partial) tests, F tests, coefficients of determination, and MRA tests The t-test results demonstrate that pricing influences purchases in a favorable and significant way. The marketing has a good and considerable impact on purchasing decisions. Product quality has a strong and positive influence on purchasing decisions. According to the findings of the MRA test, trust cannot offset the influences of price, product quality, and advertising on consumers' decisions to buy. Only price, product quality, and promotion are used in this study as independent variables, and trust is included as a moderating variable. Only students from Muhammadiyah University's Faculty of Economics and Business in Surakarta made up the study's population. The results of this study can help e-commerce businesses deliver better customer service and inform readers about how pricing, product quality, and promotions affect buying choices, with trust serving as a moderating factor.

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