PENGARUH PROMOSI, PENILAIAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE PADA MAHASISWA DI JAKARTA

Abstrak

he development of industry and technology is currently very advanced and indirectly encourages the emergence of various start-ups in Indonesia by seeing the increasing needs of the community. This study aims to determine the analysis of promotion, and product assessment of purchasing decisions in the shopee marketplace for students in Jakarta. With a sample size of 250 people. Sampling in this study using non-probability sampling with purposive sampling technique. For data processing is done with the PLS (partial Least Square) analysis technique with the help of smartPLS 4.0. Based on testing, the data results show that promotion and product assessment have a positive and significant effect on purchasing decisions at the Shopee marketplace in Jakarta.