The Influence Of Price Perception, Store Ratings, And Flash Sales On Purchase Decisions In Marketplaces
Keywords:
Price Perception, Store Ratings, Flash Sales, Purchase Decisions, MarketplaceAbstract
This research focuses on the factors influencing purchase decisions in marketplaces,
specifically price perception, store ratings, and flash sales. The study population consists
of active students from the University of 17 August 1945 Surabaya, with a sample of 96
respondents selected using the Lemeshow formula. The analysis method applied is multiple
linear regression using SPSS 25, employing a descriptive quantitative approach. The t-test
results show that price perception, store ratings, and flash sales have a positive and
significant effect on purchase decisions in marketplaces. The F-test indicates that,
simultaneously, these three factors also have a positive and significant effect on purchase
decisions. This research contributes to understanding the factors influencing purchase
decisions in marketplace environments, particularly among active students.
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