PENGARUH PROMOSI DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM E-COMMERCE SHOPEE

This study aims to determine the effect of promotion and e-service quality on purchasing decisions on the Shopee e-commerce platform. The population in this study is the people of Kebumen Regency who have an account and have had transactions through Shopee. The data collection technique was a questionnaire with purposive sampling method, the sample in this study was 100 respondents. Testing this hypothesis through the F test for simultaneous and partial t test using SPSS 25 for windows program. The results showed that the promotion and eservice quality variables together had an effect on purchasing decisions on the ecommerce platform Shopee fcount of 58,446, partially promotion gave a greater influence of 5.790, than the e-service quality of 3.792 on purchasing decisions. The results of this test indicate that the Adjusted R Square value of 0.537 means that 53.7% of the variation of the Purchase Decision can be explained by variations of the two X variables, namely promotion and e-service quality, while the remaining 46.3% is explained by other factors outside the study. this.
Keywords: promotion, e-service quality, purchasing decisions