Pengaruh Website Quality dan Harga Terhadap Keputusan Pembelian pada Platform Shopee

Mario, Mario (2026) Pengaruh Website Quality dan Harga Terhadap Keputusan Pembelian pada Platform Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The growth of e-commerce in Indonesia has encouraged the increasing use of Shopee as one of the marketplaces with the highest number of visits. However, a large number of users does not necessarily lead to a high level of purchase decisions. This condition indicates that Website Quality and Price are important factors that need to be considered in encouraging consumer purchase decisions. This study aims to analyze the influence of Website Quality and Price on purchase decisions on the Shopee platform. The research employed a quantitative approach using a survey method. The sampling technique used was purposive sampling, involving 100 respondents who were Shopee users and had made at least one purchase within the last three months. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression. The results indicate that Website Quality and Price have a positive and significant effect on purchase decisions on the Shopee platform. Furthermore, both variables are able to explain 68.2% of the variation in purchase decisions, while the remaining 31.8% is influenced by other factors outside the scope of this study. Based on these findings, it can be concluded that Website Quality and Price are factors that positively and significantly influence purchase decisions on the Shopee platform. The better the website quality and the more appropriate the price perceived by consumers, the greater the likelihood that consumers will make purchase decisions.

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