PENGARUH KERAGAMAN PRODUK, KUALITAS, DAN KEPUASAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE ONLINE

Abstract

Shopee is one of the marketplace applications that have features for buying and selling transactions. This online or online
shop business system is an activity carried out by the seller and buyer by not directly or not face to face but through the
internet by displaying or displaying the products that have been provided. and interested buyers or who visit the website of
the online store this research aims to find out and explain how the influence of product diversity, quality and customer
satisfaction on purchasing decisions. The population in this study is all consumers or people of the sagulung district of Batam
City who have made purchases at Shopee And the sample in this study was 383 people using purposive sampling with the
technique of taking data by distributing questionnaires and processed through the application of SPSS 22. Data analysis
used descriptive analysis and linear regression. Testing was obtained using n t test with 1984 product diversity variable with
a significance value of 0.048 <0.05, and the quality variable of 2.887 with a significant value of 0.004 and for customer
satisfaction of 5.056 with a significant 0.000 <0.05 and the f test to determine the effect simultaneously obtained F count of
56,390 <2.62 in the table, sig value 0,000 <0.05, which means that Ho is rejected and Ha is accepted. Which consists of
product diversity, quality and customer satisfaction variables has a significant effect on purchasing decisions at online
shopee proven to be true.