Pengaruh Harga dan Promosi Online terhadap Keputusan Pembelian Online pada Aplikasi Online Shopee

The development of information technology and the internet has transformed consumer behavior regarding purchasing activities. The emergence of e-commerce has made it easier for consumers to search for product information, compare prices, and conduct transactions online. One widely used e-commerce platform is Shopee. In online shopping, price and promotion are key factors that consumers consider when making purchasing decisions. This study aims to examine the influence of price and online promotion on purchasing decisions made via the Shopee application among students at the Institut Bisnis dan Komputer Indonesia. The study employs a quantitative approach using a survey method. The respondents consist of 30 students from the Institut Bisnis dan Komputer Indonesia who have made purchases through the Shopee application. A purposive sampling technique was used based on predetermined criteria. Data were collected via a questionnaire using a Likert scale and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The study seeks to determine the impact of price (individually), online promotion (individually), and both factors combined (simultaneously) on the purchasing decisions of students using the Shopee application. The results indicate that price has a positive and significant relationship with purchasing decisions (t = 2.745; p = 0.011). Online promotion also shows a positive and significant relationship with purchasing decisions (t = 2.831; p = 0.009). When considered simultaneously, both factors have a significant relationship (F = 20.898; p = 0.000004) with an R² value of 0.617 (61.7%).