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Maker: Management Journal

STIE SULTAN AGUNG's Management Study Program
Volume 6– Number 1, June 2020, (Pages 31-42)

Available online at: http://www.maker.ac.id/index.php/maker

INFLUENCE OF PRODUCT REVIEWS, EASY, RELIABILITY,

AND PRICE AGAINST THE PURCHASE DECISION ON
MARKETPLACE SHOPEE DI MOJOKERTO

Khafidatul Ilmiyah 1) *, Indra Krishernawan 2)

1,2 STIE Al-Anwar. Jalan Raya Brangkal No. 70, Kedungmaling, Sooko Mojokerto, Jawa Timur,
61361, Indonesia.
* Email: 1miya.afie27@gmail.com, 2 indrakrishernawan@stie-alanwar.ac.id

Abstract
This research plans to identify the effect of product reviews, convenience, trustworthiness, and
price on purchasing decisions on the Shopee marketplace in Mojokerto. This type of research is
quantitative research. The sample used in this study was 100 respondents obtained by using purposive
sampling method. Data collection was taken using a questionnaire via google form. Data analysis
methods, namely validity test, reliability test, classical assumption test, multiple linear regression
analysis, t test, and F test, as well as the coefficient of determination. Calculation of data using SPSS
21. Test results report that product reviews do not have a positive influence on purchasing decisions on
the Shopee Marketplace in Mojokerto, on the other hand convenience, trust, and price have a positive
and significant influence on purchasing decisions on the Shopee Marketplace in Mojokerto. The
convenience variable is the variable that has the most dominant influence on purchasing decisions at
the Shopee Marketplace in Mojokerto.
Keywords: Product Reviews, Convenience, Trust, Price, Purchase Results

Abstract
This study intends to determine the effect of product reviews, ease, trust, and price on purchasing
decisions at the marketplace Shopee in Mojokerto. This type of research is quantitative research. The
sample used in this study was 100 respondents obtained using purposive sampling technique. Data
collection was taken using a questionnaire via Google Form. Data analysis techniques are validity test,
reliability test, classic assumption test, multiple linear regression analysis, t test, and F test, and the
coefficient of determination. Data calculations using SPSS 21. The test results state that product reviews
do not have a positive influence on purchasing decisions at the marketplace Shopee in Mojokerto, while
ease, trust, and price have a positive and significant effect on purchasing decisions at the marketplace
Shopee in Mojokerto. Ease variable is the variable that has the most dominant influence on purchasing
decisions in the marketplace Shopee in Mojokerto.
Keywords: Product Reviews, Ease, Trust, Price, Purchase Decision

Article History: Received 13 May 2020 Accepted 23 May 2020 Published 05 June 2020

Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
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Maker: Journal of Management, 6 (1), June 2020 - 32

PRELIMINARY
how much if using technology
person believe
according to
him will be separated from the business. Here
In the current era of technology, the
Shopee also provides a “live chat” feature
internet network has unlimited space and its
that makes it different from the marketplace
reach is very wide.
According to APJII, known as the Association
other. In this feature, buyers can easily talk
of Indonesian Internet Service Providers and
directly and can negotiate with sellers on
Technopreneurs, internet users in Indonesia
Shopee. Shopee has listed many payment
increased by 143.26 million people or equal
systems such as COD (Cash On Delivery)
to 54.7 percentage points of the total
which was recently implemented.
population (APJII Bulletin, edition 22/3/18).
From internet users in Indonesia, mainly as a
Buyer trust as the most important key.
means of online business. Internet users for
Because the business activities carried out
business activities are called in other words,
are online, sellers and buyers do not deal
namely e-commerce or e-commerce
directly with Malau (2016:301). In terms of
security in transactions, Shopee guarantees
Electronic Commerce.
with a guarantee system and also provides a
The most popular e-commerce in
joint account to protect consumers from being
Indonesia is Shopee.co.id. Shopee is in the
deceived.
type of e-commerce for consumers to
consumers (C2C). Shopee's Chief Executive
Not only product reviews, convenience,
Officer is Chris Feng. Shopee co.id was
or trustworthiness, price also plays a significant
launched in Indonesia in June 2015. For the
role in influencing someone to make a
phenomenon of changing patterns of people
purchase.
who used to shop with shopping places, now
According to Malau (2017: 147), price is a
they have become efficient by shopping
measure or monetary unit of an item or service
online. To decide to buy online
that is paid to obtain ownership rights or use
of goods or services. At Shopee, buyers can
online usually many considerations such as
also see the prices of the products they are
product reviews, convenience, trustworthiness,
looking for and can also sort prices from
and price.
lowest to highest, of course with quality that
Product reviews are reviews given by
matches the price.
customers on the product (Spink, 2002 in
Nurul, et al.
Based on the description above, the
2019). Conscientious consumers will tend to
researcher wants to know how product
pay attention to the reviews given by previous
reviews, convenience, trustworthiness, and
buyers available on the Shopee marketplace .
price affect purchasing decisions.
In order to reduce the risk in shopping.
THEORETICAL BASIS

Ease of use is also important to make it Product Reviews

easier for consumers to make purchases. For According to Mo, et al. in Saripa (2019)
this reason, Jogiyanto (2007:115) in Tanjaya, argues that reviews containing images reflect
et al (2019) argues that convenience is the actual quality of the goods, such as color
issues,

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Maker: Journal of Management, 6 (1), June 2020 - 33
inconsistent specifications, problems
usage, or high quality, and good experience.
Product reviews are reviews given by
customers on the product (Spink in Nurul,
et al. 2019).
Based on the existing definition, it
can be concluded that product reviews are
writings written by consumers in columns
that have been prepared by e-commerce
that reflect the actual quality of goods,
such as color problems, inconsistent
specifications, problems
usage, or high quality, and good experience.
The product review indicators are based
on (Lackermair, et.
al. (2013) in Sudjatmika (2017)).
a. awareness or awareness;
b. frequency or frequency;
c. comparison or comparison;
d. influence or effect.
Convenience
According to Jogiyanto in Tanjaya,
et al (2019), convenience is how many
people believe that using technology,
according to him, will be free from a
business. Otherwise
According to Davis in Istanti (2017), the
ease of using technology can determine
consumer decisions to make a purchase
decision.
From the various definitions above,
it can be concluded that convenience is a
measure of trust where the technology or
site is easy to use and free from effort that
can affect consumer interest in transacting
online. The indicators of convenience
according to Alwadani in Sudjatmika (2017):
a. ease of recognizing;
b. ease of navigation;
c. ease of gathering information;
d. ease of purchase.
Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
Trust
Trust in consumer Buyers or
experience regardingproduct
trustand
in athere are
benefits or uses for these attributes
(Sudaryono, 2016:68). Buyer trust as the
most important key. Because the business
activities carried out are online, sellers and
buyers do not face each other directly
(Malau, 2016:301). According to Barnes in
Malau (2016: 301), trust is a desire to find
someone he wants in an exchange
relationship.
A person's belief that his relationship will
get what is expected and can be trusted is
called trust.
From this definition, it can be
concluded that trust is a belief in a product
that has attributes and benefits from the
attributes, as well as the belief that the
exchange relationship will provide what is
desired and can be relied on. The indicators
of the trust variable according to (Langton,
et. al., 2016:241), namely:
a. integrity/integrity;
b. benevolence ;
c. abilities.
Price
According to Kotler and Keller (2018:
67), price is part of the marketing mix that
brings in an income. Prices cannot be
equated with services or money for
someone for the place and time of the
exchange rate (Oentoro in Sudaryono,
2016: 216). Meanwhile, according to Malau
(2017: 147), price is a measure or monetary
unit of a product of goods or other services
that are exchanged in order to obtain
ownership rights or use of these goods or
services.
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Maker: Journal of Management, 6 (1), June 2020 - 34

From this definition, it can be concluded conceptual framework

that price is the exchange rate which is The conceptual framework of this
equated with money in order to obtain research can be seen in the image below:
ownership rights or usufructuary rights of
goods or services. The following is an
indicator of price according to (Kotler and
Armstrong (2008) in Nasution (2018):
a. price eligibility ;
b. product quality according to price;
c. there are discounts or discounts.
Purchase Decision
According to Sudaryono (2016: 99),
purchasing decisions are choosing several
alternative choices of two or more than two.
It can be said that in making a decision a
person must determine one alternative from
another alternative. If someone decides to
buy because they are faced with the choice
of buying or not buying, then the
Figure 1. Conceptual Framework
This is the position of making a decision.
Meanwhile, according to Tjiptono in Through this conceptual framework,
Hidayati (2018), the purchase decision is the authors set the research hypothesis as
the stage where the buyer understands a follows:
problem, explores clues for the brand or H1: product reviews have a positive and
product then considers several alternatives significant influence on purchasing
for problem solving and then makes a decisions;
purchase decision. H2: convenience has a positive and
significant influence on purchasing
From the theory above, it can be decisions;
interpreted that purchasing decisions are H3: trust has a positive and significant
responses in which consumers recognize a influence on purchasing decisions;
problem, seek information, evaluate an
alternative, decide to buy and act or behavior H4 : price has a positive and significant
after purchase. influence on purchasing decisions;
For indicators of purchasing decisions
(Kotler and Keller, 2019: 184), which are as H5: review product, convenience,
follows: trustworthiness, and price have a
a. search for information; simultaneous and significant influence
b. evaluation of alternatives; on purchasing decisions.
c. make purchasing decisions;
d. post-purchase behavior.

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METHOD not filled in, the research sample is determined by

The research method is quantitative. 100 respondents.

The population is a subject that has special Primary data sources are obtained from online

characteristics that are designated and studied then questionnaires to Shopee consumers in Mojokerto

it can be concluded (Sugiyono, 2018:117). with google form

(http:// bit.ly/ 36AjRg1) and disseminated through
So that the research population social media in order to reach respondents faster
These are all consumers on the Shopee Marketplace and wider.
in the Mojokerto area, East Java. Where the total According to Sugiyono (2018: 199), the technique or

population is not known with certainty. method of collecting data by distributing questions or
statements to respondents is called a questionnaire
The sampling technique used nonprobability (questionnaire). Statements or questionnaire

sampling technique. The method uses

sampling.
purposive questions with a Likert scale of 1-5.

Purposive sampling, namely the sample has certain

considerations (Sugiyono, 2018:124). Considerations RESULTS AND DISCUSSION
in this study include:
Validity test
A questionnaire is said to be valid
by using the validity test. If r count > r table and
1. the consumer has the Shopee application;
positive with a significance < 0.05 then it is declared
2. Shopee consumers who are domiciled in Mojokerto;
valid.
Based on the results of the SPSS 21 data processing,
3. have made a purchase transaction at least 1 (one)
all statements of variables X1, X2, X3, X4 and Y are
time via the Shopee application.
declared valid with
significant value <0.05 and calculated r value > from
The formula for determining the sample when
r table (0.168).
the number of samples cannot be known with
certainty, namely the Unknown Population formula Reliability Test
(Fredinand in Saripa, 2019) A questionnaire was declared reliable.
2
=
If 0.70 is declared reliable.
4 (ÿ) 2

Information : Table 1. Reliability Test Results

n = Number of samples Cut
Cronbach
Variable off Results
z = Significance, Alpha
sig
5% for Z = 1.96 Review
0,895 0.70 Reliable
= Margin of error, 10% or 0.1 Product (X1)
From the above formula, the results of the Convenience
0,902 0.70 Reliable
(X2)
sample calculation are:
2 Trust
= 0,874 0.70 Reliable
(X3)
4 (ÿ) 2

=
1,962 Price (X4) 0,837 0,70 Reliable
4(0,1)2
Results
= 96.4 rounded up to 96. Purchase 0,915 0,70 Reliable
From the results above, it can be concluded (AND)

that the sample taken is at least 96 respondents. To Source: processed data (2020)

overcome the questionnaire that

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Maker: Management Journal, 6 (1), June 2020 - 36

Based on the results of SPSS 21 data Heteroscedasticity Test

processing, all variables with cronbach alpha values >
0.70 were declared reliable. So it can be continued for
research.

Classic assumption test

Data Normality Test

Table 2. Data Normality Test Results

Unstandardized
Residual
N 100
Mean ,0000000
Normal
Std. ,03770114 Figure 2. Heteroscedasticity Test
Parametersa,b Scatterplot Graph
Deviation
Absolute ,126
Most Extreme Based on Figure 1, the heteroscedasticity test by
Positive ,113
Differences looking at the scatterplot graph of the data does not
Negative -,126
Kolmogorov-Smirnov Z Asymp. 1,256 show patterns such as narrowing, widening and wavy.
Sig. (2-tailed) ,085 Then it is stated that there is no symptom of
Source: processed data (2020) heteroscedasticity.

The result of Kolmogorov-Smirnov (KS) shows

Autocorrelation Test
a significant value > 0.05, which is 0.085, then the
data is declared normally distributed. Autocorrelation test with DW test or Durbin
Watson test. It is said that there is no autocorrelation
if the result is DU < DW < 4 – DU.
Multicollinearity Test

Table 3. Multicollinearity Test Results

Table 4. Autocorrelation Test Results
Statistic Colinierity M R R Adjusted Durbin Square Hours.

Model from R Square Error of Watson

LIVELY the the
Tolerance
Estimate

(Consist) 1 ,864a ,747 ,736 3,4159 2,188

Source: processed data (2020)

Product Reviews 1,984
0,504
(X1) Based on the autocorrelation test table with the
2,282 DW test or the Durbin Watson test.
Facilities (X2) 0,438
The result is 1.758 < 2.188 < 4 - 1.758 is the same
Trust 2,581
0,387 with 1.755 < 2.188 < 2.242, it is stated that there is no
(X3)
autocorrelation.
2,957
Price (X4) 0,338

Source: processed data (2020)

The results of the multicollinearity test used the

VIF and tolarance values. There is no multicollinearity
symptom if all variables with VIF value < 10 and
tolerance > 0.1. So, the data above does not show any
symptoms of multicollinearity.

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Multiple Linear Regression Analysis d. The confidence regression coefficient (X3) is positive
0.219 which means that if there is an increase of
Table 5. Results of Multiple Linear
Regression Analysis one point (1%) it will increase the purchase decision
by as much as
Model Unstandardiz Stand T Sig.
0.219. Conversely, if there is a decrease of one
and rdized
point (1%) it will reduce the purchasing decision by
Coefficients Coeffi
0.219 if the assumptions of other variables do not
cients
change.
B Std. Beta e. The price regression coefficient (X4) is positive 0.334
Error which means that if there is an increase of one point
(1%) it will increase the purchasing decision by
(Constant) -,658 2,731 -,241 ,810
0.334.
Review ,090 ,081 ,081 1,109 ,270
Conversely, if there is a decrease of one point (1%)
Product
it will reduce the purchasing decision by 0.334 if the
(X1) assumptions of other variables do not change.
1 Ease ,373 ,084 ,347 4,451 ,000

n (X2) f. The results of the analysis show that the dominant

independent variable has the first effect, namely the
Trust ,219 ,078 ,233 2,810 ,006
ease variable, the regression coefficient is 0.373,
an (X3)
then the second dominant is the price variable, the
Price (X4) ,334 ,092 ,320 3,611 ,000 regression coefficient is 0.334, the third dominant is
Source: processed data (2020) the confidence variable, the regression coefficient

The regression equation is obtained, namely: is 0.219.

and = - 0,658 + 0,090 X1 + 0,373 X2 + 0,219
Partial Test (t Test)
X3 + 0,334 X4
Table 6. Partial Test Results (t Test)
The result of the linear regression equation
Cut
The multiples above are described, among others, namely: Model t hitung t table Sig off
a. The constant value is negative -0.658 sig
means that if the product reviews, convenience, Review
1,109 1,661 0,270 0,05
trustworthiness and price variables are constant, Product (X1)
Convenience
the purchase decision variable will be -0.658. 4,451 1,661 0,000 0,05
(X2)
Trust
2,810 1,661 0,006 0,05
b. The product review regression coefficient (X1) has a (X3)
positive value of 0.090 which means that if there is Price (X4) 3,611 1,661 0,000 0,05
an increase of one point (1%) it will increase the Source: processed data (2020)
purchasing decision by 0.090. On the other hand, if
If the hypothesis which states that the independent
it decreases
one point (1%) will reduce purchasing decisions by variable (independent) individually affects the dependent

0.090 if the assumptions of other variables do not variable (dependent) is accepted and proven, if t count is

change. c. The convenience regression coefficient greater than t table (t count > t table). a. product review
(X2) is positive 0.373 which means that if there is an variable does not have a positive and significant effect on
increase of one point (1%) it will increase the purchasing decisions;
purchasing decision by as much as

0.373. Conversely, if there is a decrease of one

point (1%) it will reduce the purchasing decision by b. the convenience variable has a positive and
0.373 if the assumptions of other variables do not significant influence on purchasing decisions;
change.

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Maker: Journal of Management, 6 (1), June 2020 - 38

c. trust variable has an effect purchase has a very strong relationship with the level of
positive and significant to purchasing the coefficient interval (0.80-1,000).
decisions;
d. the price variable has a positive and
Discussion
significant influence on purchasing decisions.
1) Effect of Product Reviews on
Purchase Decision
Simultaneous Test (F Test)
The results of the product review
Table 7. Simultaneous Test Results (Test F) variable t count 1.109 and t table 1.661
Model Sum of Df Mean
F Sig (1.109 < 1.661) with a significant value of
Squares Square .
0.270 (0.270 > 0.05) and a regression
3272,024 4 818,006 70,1 ,00 coefficient value of 0.090, so the hypothesis
Regression b
05 0 that explains that "product reviews have a
1

Residual 1108,486 95 11,668 positive and significant effect on purchasing

Total 4380,510 99 decisions in the marketplace Shopee in
Mojokerto” didn't work
proved. Thing
Source: processed data (2020)
shows that many consumers do not see
Product reviews, convenience, trust and price
the product review feature of other
variables on purchasing decisions have a significance consumers who have purchased to make a
value of 0.000 <0.05 and the calculated F value (70.105) purchase decision.
> F table (2.47). The results of this study support
Hypothesis testing states that product reviews, research by Sudjatmika (2017) entitled The
convenience, trustworthiness and price have a joint effect effect of price, product reviews, convenience,
on purchasing decisions on the marketplace and security on online purchasing decisions .
Explain that the product review variable
has no influence on purchasing decisions.
Shopee in Mojokerto is accepted or proven.

Coefficient of Determination (R2 )

The results of this study are different
Table 8. Coefficient of Determination Test Results (R2 )
Model R R Adjusted R Hours. Durbin from the results of Saripa's research (2019)
Square Square Error Watson with the title The Effect of Product Reviews
of the
Estimate
and Ratings on Purchase Decisions
And Through Tokopedia (Case Study of 3
,864a ,747 ,736 3,4159 2,188 Districts in Makassar City). Reviews have
1
an effect on purchasing decisions through
Source: processed data (2020) Tokopedia in Makassar City.
The results of the Adjusted R Square value of
2) Effect of Ease of Purchase To
Decision The results of
0.736 or 73.6% which means that 73.6% of changes in
the research on the convenience
purchasing decision variables can be explained by variable t count 4.451 and t table 1.661
product reviews, convenience, trustworthiness and price (4.451 > 1.661). The significance is 0.000
variables, while the remaining 26.4% results are described (0.000 < 0.05) and the regression coefficient
is 0.373, so this study succeeded in proving
by other variables that are not in this study. The results the hypothesis which states that "ease has
of the correlation coefficient (R) 0.864 indicate that the a significant and positive effect on
relationship between the independent variables together
purchasing decisions at the Shopee
marketplace in Mojokerto". This shows that
on the decision variable
the shopee marketplace has access to

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Maker: Journal of Management, 6 (1), June 2020 - 39
easy-to-use site. The easier the site is to use the
higher the purchase decision.
Ease of purchase is very important. If the
website in the marketplace is easy to use, consumers
will be interested in making a purchase.
According to Davis (2000) in Istanti (2017)
The ease of using technology can determine a
person's decision to make a purchase decision. In
Istanti's research (2017) the convenience of consumers
in using online buying and selling sites greatly affects
their interest in transacting online.
The results of the study are supported by
Sudjatmika's research (2017) Explaining that the
convenience variable has a positive and significant
influence on online purchasing decisions at
Tokopedia.com. Nasution's research (2018) explains
that there is an influence of the convenience variable
with
online purchasing decisions for FEBI IAIN
Padangsidimpuan students. Istanti Research (2017)
Explaining that the ease of shopping has an influence
on the Online Shopping Purchase Decision in the City
of Surabaya.
3) The Influence of Trust on Purchasing Decisions
The results of the confidence variable value
of t count 2.810 and t table 1.661 (2.810 > 1.661).
The significance is 0.006 (0.006 < 0.05) and the
regression coefficient value has a value of 0.219, so
the hypothesis that "trust has a positive and significant
effect on purchasing decisions at the Shopee
marketplace in Mojokerto" was successful.
proved. Thing
shows that the shopee marketplace can be trusted by
consumers in terms of online shopping services and
transactions. The influence of purchasing decisions is
higher if consumer confidence is higher as well.
Buyer's trust or consumer experience regarding
trust in a product and there are benefits or
Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
the usefulness of these attributes (Sudaryono,
2016:68). Buyer trust as the most important key.
Because the business activities carried out are online,
sellers and buyers do not deal directly with Malau
(2016:301).
According
to Barnes (2003: 148) in Malau (2016: 301)
Trust is a person's desire to find his desire in the
exchange relationship.
The results of this study are supported by
Istanti's research (2017) explaining that the trust
variable has the least effect on Online Shopping
Purchase Decisions in the City of Surabaya. Usvita's
research (2017) explains that trust has an influence
on online purchasing decisions. Research Tanjaya, et
al.
(2019) Explain trust has an influence on purchasing
decisions.
Research results Anggraeni and Madiawati (2016)
Explain that trust has an effect on online purchasing
decisions .
4) The Influence of Price on Purchasing Decisions
The results of the t-count price variable are 3.611
and t-table are 1.661 (3.611 > 1.661). Significant 0.000
(0.000 < 0.05) and the regression coefficient value is
0.334, then the hypothesis which explains that "price
has a positive and significant effect on purchasing
decisions at the Shopee marketplace in Mojokerto"
has been successfully proven. Showing the shopee
marketplace prices with quality according to consumer
needs and providing lots of discounts and promotions.
Price can be used by a seller to differentiate a
product from competitors. According to Kotler and
Keller (2018: 67) Price is part of the marketing mix
that brings in an income.
According to Kotler and Keller (2018: 67) Price is part
of the marketing mix that brings in an income. Prices
cannot be equated with services or money
for someone over place and time
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Maker: Journal of Management, 6 (1), June 2020 - 40
to the exchange rate (Oentoro, 2012 in
Sudaryono, 2016: 216).
The results of the study are supported by
Istanti's research (2017) Explaining that the price of
influence the Online Shopping Purchase
Decision in the City of Surabaya.
Meanwhile, Sudjatmika's research (2017)
and Nasution's (2018) research that explains
that price has no effect on purchasing
decisions.
5) The Effect of Product Reviews,
Convenience, Trust and Price on Purchase
Decisions. The results of the study showed
that the calculated F value was 70.105
and the F table was 2.47 (70.105 > 2.47).
Significant 0.000 (0.000 <0.05), then the
hypothesis which explains that "product
reviews, convenience, trustworthiness and
price simultaneously have a positive and
significant effect on purchasing decisions at
the Shopee marketplace in Mojokerto" was
successfully proven.
6) Convenience variable has the most
According to Sudaryono (2016: 99)
Decision is choosing several alternative
choices of two or more than two. It can be
said that in making a decision a person must
determine one alternative from another
alternative. If someone decides to buy
because they are faced with the choice to
buy or not to buy, it is a position to make a
decision. Meanwhile, according to Tjiptono
(2011) in Hidayati (2018) Purchasing decision
is the stage where the buyer understands a
problem, explores clues for the brand or
product then considers several alternatives
for problem solving and then makes a
purchase decision.
There are four influences on a person
to make a purchase decision, namely product
reviews, convenience, trust and price.
Product reviews are reviews given by
customers on the product. If the reviews
given by previous consumers are good, then
consumers will be influenced to decide to
buy because purchases are made with
Copyright © 2020, Maker: Journal of Management, ISSN: 2502-4434 (Print), ISSN: 2686-259x (Online)
online media and do not know the original
form of the item. Not only product reviews
are considered, but consumers are very
concerned about the ease of use of the site.
Convenience is believing that using
technological tools can save you a lot of
effort.
Ease of using the marketplace site
very influential on their interest to transact
online. After
accessibility of producers must create trust.
Trust is belief in products that have attributes
and benefit from attributes, and also the
belief that relationships
the exchange will give you what you want
and is reliable. After trust, price must also
be considered, price is the exchange rate
paid in order to obtain ownership or
usufructuary rights from
goods or services.
dominant influence on purchase
The results decision.
of multiple
regression
linear
analysis, obtained regression coefficient
0.373 and t count 4.451 for the
convenience variable (X2). So in conclusion,
the convenience variable (X2) is the variable
that has the most dominant and greatest
influence on purchasing decisions.
In Istanti's research (2017) the ease of
using a marketplace site greatly influences
his interest in transacting online.
This shows that the ease of
buying and selling sites will affect the level
of decision to buy.
The results of the study support the
research of Sudjatmika (2017) Explaining
the convenience variable is the variable that
has the biggest influence on online
purchasing decisions .
Machine Translated by Google

Maker: Journal of Management, 6 (1), June 2020 - 41

CONCLUSIONS AND RECOMMENDATIONS

develop more variables to be studied. For
The knot example adding security variables, product
quality, risk perception, information quality and
Partially, the product review variable does
so on. So that the research is even more perfect.
not have a positive and significant influence on
The population and samples are more than 100
purchasing decisions at the Shopee Marketplace
samples.
in Mojokerto.
However, the convenience, trust, and price
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