Pemodelan faktor-faktor yang mempengaruhi keputusan pembelian konsumen dalam e-commerce menggunakan regresi linier dalam konteks studi kasus e-commerce Shopee

  • Nenden Nuraeni Program Studi Teknik Informatika, Universitas Islam Negeri Maulana Malik Ibrahim Malang
Keywords: E-Commerce, Purchase Decision, Service Quality, Voucher, Regression Analysis

Abstract

In the rapidly evolving e-commerce era, this research delves into key factors influencing consumer purchasing decisions on the Shopee platform. Through linear regression analysis and online surveys of 30 active Shopee users in Indonesia, the study highlights the significant roles of service quality and voucher types in shaping purchasing decisions. While product information and customer reviews prove insignificant, Model 4 stands out as the preferred choice with superior statistical performance. These findings offer practical guidance for e-commerce stakeholders to enhance service strategies and voucher promotions. Academically, the research contributes to understanding consumer behavior in the digital age.

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Published
2024-06-30
How to Cite
Nuraeni, N. (2024). Pemodelan faktor-faktor yang mempengaruhi keputusan pembelian konsumen dalam e-commerce menggunakan regresi linier dalam konteks studi kasus e-commerce Shopee. Maliki Interdisciplinary Journal, 2(6), 1914-1928. Retrieved from https://urj.uin-malang.ac.id/index.php/mij/article/view/8043
Issue
Vol 2 No 6 (2024): JUNE
Section
Articles

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