The Effect Of Promotion, Price, And Brand Image On Purchase Decisions On E-Commerce Shopee In Pangkalpinang City

Authors

  • Afrizal Afrizal STIE Arrives Pangkalpinang, Indonesia
  • Fithriawan Nugroho STIE Arrives Pangkalpinang, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v6i3.6454

Abstract

This study is a quantitative study that aims to determine the effect of promotion, price, and brand image on purchasing decisions at Shopee e-commerce in Pangkalpinang City. The population in this study are Shopee users who make purchases in Pangkalpinang City with a sample of 75 respondents using the non-probability sampling method with purposive sampling technique. Hypothesis testing in this study uses Partial Least Square (PLS) analysis tool and a significance level of 5%. The results of this study were obtained (promotion has a significant effect on purchasing decisions, price has no significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions.

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Published

2022-09-24

How to Cite

Afrizal, A., & Nugroho, F. (2022). The Effect Of Promotion, Price, And Brand Image On Purchase Decisions On E-Commerce Shopee In Pangkalpinang City. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 2457–2464. https://doi.org/10.29040/ijebar.v6i3.6454

Issue

Vol. 6 No. 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022

Section

Articles

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