ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE ( Studi Empiris pada Pengguna Shopee di Kabupaten Ponorogo)

Shopee is the number one E-Commerce application with the most visitors, while the level of visitors to other E-Commerce applications is below Shopee. Seeing the high level of visitors and the large number of purchasing decision makers on the Shopee application, shopping attitudes tend to be modern using technology that is currently developing rapidly. This shopping is usually called online shopping, namely carrying out buying and selling activities using the internet network. This research aims to determine the factors that influence purchasing decisions through the Shopee marketplace. This research uses a quantitative approach with a survey method. The population in this research are Shopee marketplace users. The sampling method uses a Purposive Sampling technique of 100 users. Data was collected using a questionnaire and analyzed using the SPSS software application. The results of this research show that: (1) There is no influence between the Cash On Delivery (COD) payment system on purchasing decisions through the Shopee marketplace. (2) There is an influence between the Free Shipping Promo on purchasing decisions through the Shopee marketplace. (3) There is no influence between discounts on purchasing decisions through the Shopee marketplace. (4) There is an influence between Buyer Reviews on purchasing decisions through the Shopee marketplace. (5) The cash on delivery (COD) payment system, free shipping promotions, discounts, and buyer reviews simultaneously influence purchasing decisions through the Shopee marketplace.

Keywords: Cash On Delivery (COD) Payment System, Free Shipping Promo, Discounts, Buyer Reviews, Purchase Decisions