ANALISIS DETERMINAN KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI MOJOKERTO
DOI:
https://doi.org/10.29082/x2yrc211Keywords:
Product Reviews, Ease of Use, Trust, Price, Purchasing Decisions, Shopee.Abstract
This study analyzes the influence of product reviews, ease of use, trust, and price on consumer purchasing decisions in the Shopee marketplace in Mojokerto. The rapid growth of e-commerce has shifted consumer behavior from conventional shopping to digital transactions that are faster, more practical, and increasingly supported by online information. In marketplace transactions, consumers consider not only the product itself, but also user experiences, application usability, transaction security, and price suitability. This study used a quantitative approach with primary data collected through questionnaires distributed to Shopee consumers in Mojokerto. Respondents were selected using purposive sampling based on specific criteria: residing in Mojokerto, knowing or using the Shopee application, and having made at least one purchase through the platform. Data were analyzed through instrument testing, classical assumption tests, and multiple linear regression analysis. The findings show that product reviews are not the main determinant of purchasing decisions. Meanwhile, ease of use, trust, and price play important roles in encouraging consumers to buy. Ease of use is the dominant factor because consumers prefer platforms that are simple, clear, and efficient. The findings imply that Shopee and its sellers should improve application navigation, product information, service responsiveness, transaction security, and price transparency.
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