Analysis of Factors that Infliuence Consumer Buying Interest in Using the Online System at Shopee (Case Study on STIE Amkop Makassar Students)
Abstract
This study examines the influence of product quality, price, and promotion on consumer purchase intention in online shopping, specifically on the Shopee platform. Using a quantitative research design, a survey was administered to 165 university students from STIE Amkop Makassar, Indonesia. Data were collected via questionnaires and analyzed using multiple linear regression analysis with SPSS version 25. The variables investigated include product quality, price, promotion, and purchase intention. The findings revealed that while price and promotion have a significant positive impact on purchase intention (p<0.05), product quality did not show a statistically significant influence (p>0.05). These results suggest that consumers are more responsive to pricing strategies and promotional offers than the perceived product quality in the online shopping context of Shopee. The implications of this study are important for digital marketing strategies and e-commerce policy-making, offering insights that can help businesses optimize marketing mix elements to better target customer segments. Future research should explore additional factors influencing online purchase behavior and extend the investigation to broader geographic and demographic contexts.
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