PENGARUH KEMUDAHAN PENGGUNAAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE INDONESIA (Studi pada Mahasiswa Universitas Muhammadiyah Malang Pengguna Shopee)

Shopee is one of the many e-commerce platforms that have emerged in Indonesia. Shopee is an online buying and selling that is currently very developed in Indonesia. Online shopping in Indonesia as an option to find the items needed. Shopee is more accessible to young people including students, student needs are increasingly diverse, whether it is because it is a need or just want to have certain products. This study aims to ascertain two things: 1) how ease of use, price, and sales promotion affect purchases partially; and 2) how ease of use, pricing, and promotions simultaneously affect purchases. Purposive sampling was used in the sampling process, and there were 100 qualified respondents. The SPSS version 25 program is used for data analysis approaches, which include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficients of determination, t tests, and F tests. Research findings show that 1) price, promotion, and ease of use all have an impact on shopee purchase decisions simultaneously, 2) ease of use has no impact on those decisions, 3) price influences those decisions, and 4) the promotion influences the decision.