Analysis of Consumer Behavior Towards Purchase Decisions on Shopee E-Commerce Among Students in Medan City

Abstract

This study aims to analyze the influence of consumer attitudes, consumer preferences, and motivation on purchase decisions in Shopee. Using multiple linear regression methods, a regression model was obtained that indicates purchase decisions can be predicted by the equation: Purchase Decision = 4.974 + 0.044 Consumer Attitude - 0.070 Consumer Preference + 0.505 Motivation + e. The analysis results show that consumer attitudes and motivation have a significant positive influence on purchase decisions, with coefficients of 0.044 and 0.505, respectively. Conversely, consumer preferences demonstrate a negative influence on purchase decisions with a coefficient of -0.070. These findings suggest that to enhance purchase decisions, Shopee management should focus on improving consumer attitudes and motivation, as well as considering the factors that influence consumer preferences. This research provides important insights for marketing strategies and product development on the e-commerce platform. The Adjusted R Square value is 0.739. Thus, the influence of consumer attitudes, consumer preferences, and motivation on purchase decisions accounts for 73.9%, while the remaining 26.1% is influenced by other factors not examined in this study.