PENGARUH HARGA, KEPERCAYAAN, DAN KEAMANAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE

This research aims to determine the influence of price, trust and security on purchasing decisions. This research was conducted on Shopee marketplace users and consumers with a total of 100 respondents. The type of research used is quantitative research with survey methods. The sampling technique used purposive sampling by distributing a Google Form questionnaire. Multiple regression analysis and SPSS program as data analysis techniques. The results of this research are that price has a significant influence on purchasing decisions, trust has a significant influence on purchasing decisions, and security has a significant influence on purchasing decisions. The research results show that trust is the most dominant variable influencing purchasing decisions.