E-Commerce User Purchasing Decision Case of Palembang, Indonesia

In Indonesia, there are numerous e-commerce and commercial Internet users at present, and Shopee is one of the most popular e-commerce sites. The Shopee application is more in demand because of the relatively low price and the promotion that many users are waiting for. However, there is some problem face by the users such as the product received does not match the image, the product was received in poor or damaged condition, the product received does not match the order, and the product ordered did not arrive. So, this study examined the relationship between price, promotion, and quality of product on purchasing decisions among users of Shopee in Palembang, Indonesia. Other than that gender has been analyze as the moderator for this study. The data, which consisted of 103 respondents, were analyzed using SPSS. The analysis’s findings confirmed that price, promotion, and quality of product were discovered to have a significant impact on purchasing decisions among Shopee users. The findings enrich the literature on price, promotion, and quality of product, which are important factors in Shopee users purchasing decisions. It will become a valuable reference for future researchers performing similar studies to determine factors affecting users purchasing decisions.