Pengaruh Shopee Paylater, Voucher Ongkos Kirim dan Flash Sale Aplikasi Shopee terhadap Keputusan Pembelian Pada Masyarakat di Kecamatan Muara Bulia Kabupaten Batang Hari

Abstract

This study aims to determine the effect of Shopee paylater, shipping vouchers, and Shopee application flash sales on purchasing decisions in the community in Muara Bulian sub-district, Batang Hari district. This study uses a quantitative research type. The data collection method is carried out by distributing questionnaires to respondents using a questionnaire. Sampling uses the Arikunto formula. The sample in this study is the community in Muara Bulian sub-district, Batang Hari district. with a total of 100 respondents. Testing the significance of the influence of Shopee paylater (X1), shipping vouchers (X2) and flash sales (X3) as independent variables, and purchasing decisions (Y) as dependent variables is carried out by t-test and f-test. The results of hypothesis testing on the Shopee paylater variable (X1) that the calculated t value> t table or 3,640> 1.985. The results of the sum of the hypotheses on the shipping voucher variable (X2) that the calculated t value> t table or 2,852> 1.985. The results of the hypothesis summation for the flash sale variable (X3) showed that the calculated t value was greater than the table t value, or 2.593 > 1.985. The partial calculation showed that the variables Shopee PayLater, shipping vouchers, and Flash Sale significantly influenced purchasing decisions. The simultaneous variable test showed that the calculated F value was greater than the table F value (68.124 > 3.70). This means that Shopee PayLater (X1), shipping vouchers (X2), and Flash Sale (X3) simultaneously influenced purchasing decisions (Y) on Shopee. The adjusted R Square was 0.684 for Y, representing 68.4% of the total, and 31.6% was influenced by other variables not examined in this study.