NADIN MIRANDA RAMBE, NPM 2201100108 (2026) THE EFFECT OF PROMOTION, PRICE, AND CUSTOMER EXPERIENCE ON CONSUMER PURCHASE DECISIONS IN USING SHOPEE E-COMMERCE. Tugas_Akhir(Artikel) Amkop Management Accounting Review (AMAR), 6 (2). pp. 223-237. ISSN 2828-2248(e-ISSN)
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Abstract
Penelitian ini mengkaji pengaruh promosi, harga, dan customer experience terhadap keputusan pembelian konsumen pengguna E-Commerce Shopee di Kampung Padang, Kabupaten Labuhanbatu. Pendekatan kuantitatif dipilih dengan metode analisis regresi linier berganda. Uji hipotesis dilakukan secara parsial melalui uji t pada tingkat signifikansi 0,05, dengan nilai ttabel sebesar 1,986. Hasil uji menunjukkan: variabel promosi memperoleh thitung 2,799 > ttabel (1,986) dan signifikansi 0,026 < 0,05; variabel harga memperoleh thitung 2,135 > 1,986 dengan signifikansi 0,035 < 0,05; variabel customer experience memperoleh thitung 5,901 > 1,986 dengan signifikansi 0,000 < 0,05. Ketiga variabel independen promosi, harga, dan customer experience secara parsial terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa peningkatan kualitas promosi, penetapan harga yang tepat, serta pengalaman pelanggan yang baik mendorong kecenderungan konsumen dalam mengambil keputusan pembelian. Hasil penelitian ini diharapkan memberi referensi bagi pelaku usaha dalam merumuskan strategi pemasaran yang efektif. Kata Kunci : Promosi, Harga, Cutomer Experience, Keputusan Pembelian ================================================================================================= This study examines the effect of promotion, price, and customer experience on purchasing decisions of Shopee E-Commerce users in Kampung Padang, Labuhanbatu Regency. A quantitative approach was employed using multiple linear regression analysis. Hypothesis testing was conducted partially using the t-test at a significance level of 0.05, with a t-table value of 1.986. The test results show: the promotion variable obtained t-count of 2.799 > t table (1.986) and a significance of 0.026 < 0.05; the price variable obtained t-count of 2.135 > 1.986 with a significance of 0.035 < 0.05; the customer experience variable obtained t-count of 5.901 > 1.986 with a significance of 0.000 < 0.05. All three independent variables promotion, price, and customer experience are proven to have a positive and significant partial effect on purchasing decisions. These findings indicate that improved promotion quality, appropriate pricing, and positive customer experience increase consumers' tendency to make purchasing decisions. The results of this study are expected to provide a reference for business actors in formulating effective marketing strategies. Keywords: Influencer, Promotion, Price, Customer Experience, Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Promosi, Harga, Cutomer Experience, Keputusan Pembelian===============Influencer, Promotion, Price, Customer Experience, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 22 Jun 2026 02:34 |
| Last Modified: | 22 Jun 2026 02:34 |
| URI: | http://repository.ulb.ac.id/id/eprint/2552 |
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