PENGARUH PROMOSI PENJUALAN, KEPUASAN DAN PENGALAMAN BERBELANJA ONLINE TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA E-COMMERCE SHOPEE PADA MAHASISWA INSTITUT TEKNOLOGI DAN BISNIS NOBEL INDONESIA

Winda Purnama Sari. 2024. The Influence of Sales Promotion, Satisfaction, and Online Shopping Experience on Purchase Decisions of Shopee E-Commerce Users among Students
of the Institute of Technology and Business Nobel Indonesia, supervised by Mariah and Agunawan.
This study aims to analyze (1) The partial influence of sales promotion, satisfaction, and online shopping experience variables on the purchase decisions of Shopee e-commerce users. (2) The simultaneous influence of sales promotion, satisfaction, and online shopping experience variables on the purchase decisions of Shopee e-commerce users. (3) The most dominant variable that has a positive and significant influence on the purchase decisions of
Shopee e-commerce users.
The research sample consisted of 91 respondents who are Shopee e-commerce users among students of the Institute of Technology and Business Nobel Indonesia. The research
uses multiple linear regression analysis method with data collection using a Likert scale questionnaire.
The results of the study show that (1) Partially, sales promotion, satisfaction, and online shopping experience variables have a positive and significant influence on the
purchase decisions of Shopee e-commerce users. (2) Simultaneously, sales promotion, satisfaction, and online shopping experience variables have a positive and significant influence on the purchase decisions of Shopee e-commerce users. (3) The online shopping experience variable is the most dominant variable that has a positive and significant influence on the purchase decisions of Shopee e-commerce users.