Analisis Pengaruh Customer Trust, Competitive Price Dan Word Of Mouth Terhadap Keputusan Pembelian Pada Platform Belanja Online Shopee (Studi Pada Mahasiswa Stie Mulia Singkawang)

Abstract

Advances in information technology make the business world continue to mutate, so that online shopping platforms are now the most reliable choice of consumers. Assessment of consumer purchasing decisions on an online shopping platform can be measured through the variables of Customer Trust, Competitive Price and Word Of Mouth. The purpose of this study was to determine the effect of Customer Trust, Competitive Price and Word Of Mouth on Purchase Decisions on the Shopee online shopping platform. The population in this study are STIE Mulia Singkawang students who are still actively studying in 2021 with a sample of 50 respondents and the data collection technique used is a questionnaire. Based on simultaneous testing, the research results show that Customer Trust, Competitive Price and Word Of Mouth have a significant effect on Purchase Decisions. Meanwhile, based on partial testing, the results of the study indicate that Word of Mouth does not have a positive effect on purchasing decisions. The suggestions that can be given are that the Shopee online shopping platform should continue to develop and maintain integrity, honesty in delivering information, security and smooth transactions, high popularity ratings, affordable product prices and implementing more effective and targeted Word Of Mouth strategies.