The Effect Of Marketing Mix On Purchase Decisions In E- Commerce Shopee (Study Of Students Of Law And Business Faculty Of Duta Bangsa Surakarta University)

Authors

  • Lyly Katniaty DUTA BANGSA SURAKARTA UNIVERSITY, Indonesia
  • Khabib Alia Akhmad DUTA BANGSA SURAKARTA UNIVERSITY, Indonesia
  • Agus Suyatno DUTA BANGSA SURAKARTA UNIVERSITY, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.10232

Abstract

This study aims to determine the effect of Marketing Mix elements on Purchase Decisions at E-Commerce Shopee among Students of the Faculty of Law and Business, Duta Bangsa University, Surakarta. This research is a quantitative research using primary data and secondary data. Primary data was obtained by conducting interviews using a questionnaire where the sample in this study amounted to 90 respondents by determining the sample using a purposive sampling technique. Secondary data was obtained from journals, books and previous research that supports this research. This study used an analytical method, namely multiple linear regression analysis with the SPSS version 2 6 analysis tool. The results showed that the Marketing Mix which includes product, price, promotion, place, people, process, physical evidence that has a significant effect both partially and simultaneously on Purchase Decisions at E-Commerce Shopee for students. The results of the test for the coefficient of determination (R-squared) are 0.815, which means that the variables product, price, promotion, place, people, process, and physical evidence are able to explain purchasing decisions for E-commerce Shopee among students of the Faculty of Law and Business, UDB Surakarta, amounting to 81.5% while the remaining purchase decision is explained by factors other marketing elements.

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Published

2023-08-24

How to Cite

Katniaty, L., Akhmad, K. A., & Suyatno, A. (2023). The Effect Of Marketing Mix On Purchase Decisions In E- Commerce Shopee (Study Of Students Of Law And Business Faculty Of Duta Bangsa Surakarta University). JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10232

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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