Abstract
This study aims to analyze the factors that influence purchasing decisions in e-commerce, namely price, distribution, product, and promotion. The object of research is KitaBeli e-commerce users in Malang City with a sample of 189 people with purposive sampling technique aged 18-35 years. The data analysis technique used multiple linear regression with classical assumptions and partial and simultaneous tests using the E-Views 9 application. The results showed that price, distribution, product, and price had a partial and simultaneous significant effect on buying decisions.
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