Abstract
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.
Highlights
Marketplace business is a business that is growing rapidly in recent years
More and more marketplaces are present in Indonesia
This research will discuss issues related to the influence of product innovation and price on purchasing decisions on Shopee users in Bandung
Summary
More and more marketplaces are present in Indonesia. Shopee is marketplace-based e-commerce that became the first mobile-based online shopping platform in Southeast Asia and Taiwan. It was first launched in December 2015 simultaneously in 7 countries such as Indonesia, Singapore, Malaysia, Thailand, Vietnam, the Philippines, and Taiwan. Shopee is a platform tailored to the needs of the Southeast Asian market, making online shopping easy, secure and flexible, through a strong payment system and logistics system support. Shopee offers its sales products and offers buyers to be able to shop for various attractive offers anytime, and anywhere, with guaranteed transaction security. Shopee is an online shopping center where users can get the latest updates from the sellers they follow
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