Pengaruh Promosi Tanggal Istimewa dan Kualitas Produk terhadap Keputusan Pembelian pada E-commerce Shopee

he Effect of Special Date Promotions and Product Quality on Purchase Decisions on Shopee E-commerce

Abstract

The growth of e-commerce has made it easier for consumers to conduct online buying and selling transactions. Shopee is one such e-commerce platform that offers various promotions, including those tied to special dates. This study aims to determine the impact of special-date promotions and product quality on purchasing decisions on Shopee, both individually and simultaneously. A quantitative approach was employed, utilizing a sample of 80 respondents selected through non-probability sampling—specifically, accidental sampling. Data were collected via questionnaires and analyzed using SPSS version 25. The analysis techniques included data quality testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, and determination of the coefficient of determination. The simultaneous test (F-test) yielded an F-statistic of 43.411 with a significance value of 0.000. These results indicate a significant simultaneous effect of special-date promotions and product quality on purchasing decisions, based on the applied testing criteria. The Adjusted R-Square value of 0.518 indicates that the research model explains 51.8% of the variation in purchasing decisions, while the remaining 48.2% is explained by factors outside the model. Conclusions and interpretations regarding the influence of each variable must be aligned with the results of the partial tests and the research data used.