ANALISIS FAKTOR PENENTU KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE

This research was conducted to investigate the determining factors of consumer decisions in making purchases on the Shopee Marketplace. This research uses quantitative methods with factor analysis techniques. This research was conducted on consumers who made purchases on the Shopee Marketplace by taking a sample of 100 respondents. To collect data using a Likert scale with a non-probability sampling technique, namely incidental sampling, then it will be tested using factor analysis. The results proven in this research are twenty indicators which produce six different factors: safety factor, payment factor, return of goods factor, promotion factor, One stop shopping factor, and convenience factor. The advice given is that it is hoped that company owners can consider the factors determining purchasing decisions on the Marketplace, especially security factors, this is an effort to get more consumers because it can influence purchasing decisions on the Shopee Marketplace.