The Effect of Promotion and Ease of Transaction on Purchase Decision at Shopee.co.id: A Case Study of University of Riau's Economics and Business Students

Abstract

The proliferation of e-commerce has significantly influenced various facets of commercial operations, including the expansion of international trade, the adoption of bespoke manufacturing processes, and the implementation of prompt delivery mechanisms. This research was conducted to understand the effect of promotion and ease of transactions on purchase decisions at Shopee.co.id, specifically among students of the Faculty of Economics and Business, University of Riau.  The present study employed quantitative research approach and will utilize a survey as the primary data collection method, whereby data will be gathered by administering questionnaires containing numerically rated items. The results show that promotion and ease of transaction have a significant impact on purchase decisions. It indicates that the greater the utilization of promotion and ease of transaction, thus purchase decisions will increase significantly. Ease of transaction has a partial effect on the purchase decision. Thus, the greater the ease of transaction on the marketplace, the greater their purchase decision.