Mauliana, Ega (2023) Analisis Faktor-faktor Yang Mempengaruhi Keputusan Pembelian Produk Skincare Di E-commerce Shopee (studi Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The aim of this research is to find out and analyze the factors that influence purchasing decisions for skincare products on Shopee e-commerce (case study of students at the Faculty of Economics and Business, Riau Islamic University). This research uses a quantitative descriptive method, namely by collecting data obtained from respondents through distributing questionnaires. The sample in this study consisted of 30 people who were consumers who bought skincare products on Shopee e-commerce. The types and sources of data used are primary and secondary. Data collection techniques are interviews and questionnaires. Data analysis used multiple linear regression analysis, validity test, reliability test, coefficient of determination test (R2), t test and F test. The results in this study show that price, ease of transaction, transaction security and sales promotion have a positive and significant effect on decision to purchase skincare products on Shopee e-commerce (case study of students at the Faculty of Economics and Business, Riau Islamic University)

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