The Effect of Product Innovation and Price on Purchasing Decisions on Shopee Users in Bandung in 2021

The purpose of this research is to explain how much Product Innovation and Price Influence Purchase Decisions on Shopee application in Bandung. This study used a quantitative approach with 100 respondents who used the Shopee application and the process of calculating multiple regression analysis in...

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Bibliographic Details
Published inTurkish journal of computer and mathematics education Vol. 12; no. 4; pp. 747 - 753
Main Authors Tarmidi, Didi, Dosinaen, Yohanes Prince R P, Siahaan, Satria Anugraha, Azzadi, Mohammad Tehran, Napitupulu, Grace Angel Stepany
Format Journal Article
LanguageEnglish
Published Gurgaon Ninety Nine Publication 10.04.2021
Subjects
Case studies
Competition
Conformity
Consumers
Decision making
Decisions
Electronic commerce
Innovations
Marketing
Multiple regression analysis
Prices
Product differentiation
Purchasing
Questionnaires
Regression analysis
Software
Textbooks
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Summary:The purpose of this research is to explain how much Product Innovation and Price Influence Purchase Decisions on Shopee application in Bandung. This study used a quantitative approach with 100 respondents who used the Shopee application and the process of calculating multiple regression analysis in the process by SPSS25 software. The main data of this study was obtained from questionnaires, and secondary data obtained through the publication of journals and textbooks. Based on the results of the study that the variables Product Innovation and Price have a significant influence together on the Purchase Decision, but for variables Product Innovation has a less significant influence on the Price Decision. This shows us that Shopee app users in Bandung have other perspectives when making purchasing decisions instead of just Product Innovation that is considered.
ISSN:1309-4653
1309-4653
DOI:10.17762/turcomat.v12i4.559