PENGARUH E-COMMERCE DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KERIPIK DONA BATURAJA (STUDI KASUS PADA PENJUALAN DI APLIKASI SHOPEE)

Abstract

This study aims to analyze the influence of e-commerce and product
design on the purchasing decisions of Keripik Dona Baturaja through
the Shopee application. Data collection was carried out by distributing
questionnaires to 80 respondents. The data analysis technique used
was multiple linear regression. The results showed that partially, the ecommerce
variable had a significant effect on purchasing decisions,
with a t-value of 5.693. Likewise, the product design variable also had
a significant effect, with a t-value of 5.914 and a significance value of
0.200 (α > 0.05). Simultaneously, e-commerce and product design
jointly had a significant influence on purchasing decisions, with an Fvalue
of 101.092. The coefficient of determination (R²) was 0.724,
indicating that 72.4% of the variation in purchasing decisions was
influenced by e-commerce and product design, while the remaining
27.6% was influenced by other variables outside the scope of this
study, such as product quality, price, and promotion (Buchari Alma,
2018:96).