THE INFLUENCE OF PRICE, PROMOTION, AND E-SERVICE QUALITY ON PURCHASING DECISIONS ON TOKOPEDIA E-COMMERCE IN BOGOR CITY

Abstract

Background - E-commerce is a place for online transactions between sellers and buyers by utilizing the internet, making it easier to transact between the two parties. E-commerce also provides benefits for companies and
consumers. Companies gain financial benefits and consumers gain benefits in the form of meeting their needs efficiently and effectively. According to a report released by Databoks.co.id in 2019, the growth rate of the ecommerce industry in Indonesia is very rapid. This is evidenced by the results of a British research institute,
Merchant Machine, which released data in 2018 entitled "Ten Countries with the Fastest E-commerce Growth" and the results showed that Indonesia was in first place in the e-commerce industry.
Purpose - 1. To find out consumer responses about price, promotion and e-service quality on Tokopedia 2. To find out the influence of price, promotion and e-service quality simultaneously on purchasing decisions 3. To find
out the influence of price, promotion and e-service quality partially on purchasing decisions
methodology - The author used a descriptive research method using a quantitative multiple linear regression
approach with a sample of 100 and distributed questionnaires to Tokopedia users.
Findings - Based on the results of the analysis that the author has tested with multiple linear regression tests describing the equation Y = 5.632 + 0.543X1 + 0.450X2 + 0.397X3 the results of the price correlation coefficient
on purchasing decisions have a positive correlation of 0.543. The promotion correlation coefficient on purchasing
decisions has a positive correlation of 0.450, the e-service quality correlation coefficient on purchasing decisions has a positive correlation of 0.397. Based on the results of hypothesis testing on the price variable, the t-count is
3.352, the promotion variable is 2.864 t-count, the e-service quality variable is 2.959 t-count with the t-table result of 1.984 obtained from the t-table df using the formula (n-k-1) then the results obtained are 1.984 based on the
research conducted, it is concluded that Ho is rejected and Ha is accepted. In the results of the significance test of
the f test or simultaneous test, the f-count was obtained at 21.292 and the f-table was 2,700 with a significance
level of 0.000 <0.05. The results state that Ho is rejected and Ha is accepted, the statement is stated based on the
f-count> f-table, referring to the results of the research conducted, it can be concluded that there is a relationship
between price, promotion and e-service quality on purchasing decisions on Tokopedia e-commerce.
Originality - Price, promotion and e-service quality simultaneously have a positive and significant effect on
purchasing decisions in Tokopedia e-commerce. Price has a positive and significant effect on purchasing
decisions in Tokopedia e-commerce. Promotion has a positive and significant effect on purchasing decisions in Tokopedia e-commerce. E-service quality has a positive and significant effect on purchasing decisions in
Tokopedia e-commerce.