PENGARUH DISKON, GRATIS ONGKOS KIRIM, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN E-COMMERCE SHOPEE DI SAMARINDA SEBERANG

Abstract

This research aims to determine the influence of discounts, free shipping, and risk perceptions on purchasing decisions of Shopee e-commerce customers in Samarinda Seberang. This research uses a quantitative approach using primary data through questionnaires. The respondents in this research were residents of Samarinda Opposite subdistrict who had used the Shopee application. The independent variables in this research are discounts, free shipping, and risk perception, while the dependent variable in this research is purchasing decisions. The analytical tools used in this research are instrument tests in the form of validity and reliability tests, multiple linear regression analysis, coefficient of determination, hypothesis tests in the form of T tests and F tests, as well as classic assumptions in the form of normality tests, heteroscedasticity tests, and multicollinearity tests with the help of software. Statistical Product and Services Solutions (SPSS) version 25.