The Influence of Promotions and Prices on Purchase Decisions at Shopee (Case Study in Tanjung Piayu Community, Batam City)

The aim of this study is to determine the partial or simultaneous effects of promotions and prices on purchasing decisions at Shopee. The research method employed is quantitative, using probability sampling with the simple random side method. Questionnaire distribution in this study utilized the simple random sampling technique, and data were analyzed using the SPSS version 25 statistical program. The findings of this study revealed that promotions on Shopee significantly influence purchasing decision-making with a significance of 0.000 <0.05 and a t count of 5.426 > 1.984. Similarly, with a significance result of 0.000 <0.05 and a t count of 4.378 > t table 1.984, prices also have a significant effect on purchasing decisions at Shopee. In conclusion, promotions and prices have a significant impact on purchasing decisions at Shopee. Based on the coefficient of determination for R Square of 0.579, the percentage effect of promotion and price on purchasing decisions at Shopee in the Tanjung Piayu community in Batam City is 57.9%, and the influence of other variables not included in this study is 42.1%.


Introduction
Currently, technology and the internet are developing rapidly, so that the internet has influenced the development of the business world.With its rapid development, many changes have occurred in today's business processes.One of the most changing developments in the business world is that some business activities are carried out offline, have limited space and time, and can now be carried out on an online system on the internet or better known as ecommerce.The existence of e-commerce has brought a shift from offline shopping behavior to consumer shopping behavior, and consumers now have the opportunity to shop online.As a result, a lot of entrepreneurs use the chance to participate in the online business community as a means of expanding their product marketing reach beyond geographic and temporal constraints.This is evident from the numerous websites that have emerged using diverse marketing techniques, including Shopee (Wijaya & Warnadi, 2019).
Through the promotions held, the company aims to motivate consumers to buy and generate profits as expected (Devi, 2019).According to (Tulangow et al., 2019) in (Kotler dan Armstrong 2014) that promotion refers to activities to communicate the benefits of the product and persuade customers to buy the product.Promotion is a tool that can indirectly influence consumer purchases.Like Shopee holding promotions on special days every month, on certain dates that can attract people's buying interest.Price, which may indicate the brand quality of a product, is another factor that influences people's buying decisions besides promotion.Customers claim that expensive products are usually of higher quality.In general, quality and price are positively correlated; the higher the price, the higher the quality.Customers compare products because they believe there is a direct correlation between price and product quality, and then consumers decide which product to buy (Tarigan, 2020).The consumer exchanges the cost of a good or service for the benefits of using or owning it.This exchange is known as price.Each product offered is very influential on the concept of pricing, but it is necessary to consider several product mix pricing issues (Korowa et al., 2018).According to (Purnama & Fadillah, 2018) in (Kotler and Armstrong 2016) argues, the purchase decision is a phase in the decision-making process carried out by an individual, and finally he decides to make a purchase.Making a purchase decision on a consumer product requires a process in which a purchase decision is influenced by the desire and also the influence of the environment (Utami & Ellyawati, 2021).

Literature Review Framework
The framework of thought in this study is based on the theoretical basis and the context of the issues raised in this study, which are as follows: The hypothesis is a temporary answer to the formulation of research writing.The following hypotheses are part of the theory and research framework: 1.It is suspected that at Shopee, promotions have a big impact on what people decide to buy. 2. It is suspected that at Shopee, pricing play a big role in influencing judgments about what to buy. 3. It is suspected that at Shopee, pricing and promotions play a big role in influencing customers' decisions to buy.

Promotion
According to (Minarti, 2020) Promotion is a business activity that aims to introduce, communicate, publish details, persuade and educate consumers who have never known before to know and are interested in buying and using products.Meanwhile according to (Daud, 2018) Advertising is one type of communication promotion that persuades customers to buy products, both goods and services.Advertising is a basic step in

Technique of Determining Sample Size
The entire population is represented by the sample (Triasih, 2018) The sample size findings in this study were computed using the Slovin formula.allows for tolerance of 10% sampling error (sampling error).When evaluating hypotheses, the judgment is based on this error rate.Due to the sample size, the researcher's level of significance in this study was set at 10% due to the sample size.The respondents in this study are Shopee e-commerce users, namely the 19,997 residents of Tanjung Piayu, Batam City.(BPS Kota Batam).
The following is the calculation formula used in this study: The number of samples obtained, 99.502, is rounded up to 100 respondents based on the computation above.

Methods of Data Collection
In this research, data were gathered through the use of a questionnaire distribution system, and the Likert scale was employed as a measurement variable.The price given in accordance with benefit product which needed consumer Buying decision I decide buy via Shop because driven by desire to buy products the I buy product because it's suitable with the product the I will buy products on Shopee because of free shipping I buy products on Shopee choose by brand famous I buy products on Shopee if there is a brand that latest I decide buy products at that shop offer price cheaper I decide buy a lot different products in one shop I feel the site Shopee is easy accessed anytime Shopee in certain time provide discounts Every month I shop online at Shopee I feel safe and easy with there is payment Cash On place Delivery when I have the goods accept.Shopee has payment system instant (installments, Shopee balance, card credit, transfer ATM, mobile banking) makes it easier for me while shopping

Data Analysis Technique
To establish the validity of this study, the researchers calculated the correlation between each statement using the product moment correlation approach formula.The study's r test criteria states that a statement is considered valid if its count exceeds the value of r table, and unvalid if the count is smaller than the R table's value.
Reliability measurements are based on Cronbach alpha which is used to view reliability tests, where measurements are said to be reliable if the Cronbach alpha value is > 0.6.
If the significance of the normality test is greater than 0.05, it is deemed normal; if it is less than 0.05, it indicates that the distribution of the data is not uniform.
Multicollinearity test, So tolerance In this study, the multicollinearity test was used, namely 10%.Multicollinearity doesn't exist if VIF < 10, but it does if VIF < 10.
Heteroscedasticity test, if the probability value If the results are more than 0.05 then the research can be said to have not occurred heteroscedasticity.

Validity Test Results
The validity test is used in this study to verify the validity of the questionnaire.A validity test is employed to assess a questionnaire's validity.If the statements in a questionnaire can express something that the questionnaire is measuring, then the questionnaire is considered legitimate.The study's r test criteria say that a statement is considered valid if r count is more than r table and invalid if r count is less than r table.(Hilda, 2021).The data collected by the researchers in this study were the r table value of 0.1966.The number of respondents was 100.Namely, N -2, then 100-2 = 98 with a significance of 0.05 (two-way test).This validation test compares the value of each item with the total value.If r count > r table = it is said to be valid and if r count < r table = it is said to be invalid

Reliability Test Results
If the Cronbach alpha value is more than 0.60, the variable is regarded as dependable.Given that the Cronbach alpha value in the preceding table is more than 0.6, it may be said that the value is dependable.

Normality test
Using SPSS version 25, the Kolmogrov-Smirnov test will be performed.If the significance of the normality test is more than 0.05, it is deemed normal; if it is less than 0.05, it indicates that the data is not distributed uniformly.(Sujarweni, 2019).The purchase choice variable is found to have a normal distribution, with the points in between the diagonal lines spreading and migrating in that direction.The asymptotic significance value (2-tailed) of 0.200 is larger than 0.05, the Kolmogorov-Smirnov test results in the preceding table are regularly distributed.

Multicollinearity Test Results
In order to ascertain the extent of correlation existing between the independent variables, a multicollinearity test can be used.Using the tests for the tolerance factor and variance inflation factor (VIF).If VIF < 10, multicollinearity does not exist; if VIF > 10, multicollinearity does occur.The following is the result of the multicollinearity test based on data processing.The conclusion from the multicollinearity test in this study does not occur since the tolerance value for the promotion and price variables is 0.592 more than 0.10 and the VIF value of the promotion and price variables is <10.

Heteroscedasticity Test Results
In this study, the heteroscedasticity test was used to evaluate the presence of variance bias or dissimilarity across all observations in the linear regression model.Researchers used the Glejser test to predict whether or not heteroscedasticity occurred (Sujarweni 2019: 226).This research is said to have no heteroscedasticity if the probability value is > 0.05.The conclusion from the results of the heteroscedasticity test above is that there is no heteroscedasticity because the value of the promotion variable is significant 0.297 > 0.005 and the value of the significant price variable is 0.256 > 0.05.From the picture above it can also be concluded that there is no heteroscedasticity with randomly distributed dots not congregating at just one point.The constant, which is 12.297, states the purchase decision, which is 12.297.b) Promotion, namely 0.609, shows how much influence promotion has on purchasing decisions, meaning that purchasing decisions increase along with the number of promotions.

Influence Test Multiple Linear Regression Analysis Test Results
c) The price, which is 0.850, shows how much influence the price has on the purchase decision, meaning that the purchase decision will also increase along with the affordability of the price offered.
Test Results for the Coefficient of Determination (R 2 ) Based on R Square analysis of the preceding data, it can be concluded that the price and promotion variables have a 57.9% effect on the purchase decision variable.

Testing of hypotheses T Test Results (Partial)
The decision-making criteria in this study are if: a) As a result of tcount > ttable and significant value <0.05, Ha is approved and H0 is denied.b) If tcount is less than ttable and the significant value is more than 0.05, then H0 is accepted and Ha is rejected.This study's significance level was 0.05 significant in both directions.
with df = n-k-1 or df = 100-2-1 = 97 Then the value of t is obtained 1.984 Based on the results of the t test via SPSS Version 25 in the table above it can be explained below, namely: 1.With a significance level of 0.000 <0.05 and t count 5.426 > t table 1.984, the results of the t-test promotion had a substantial impact on shopping decisions at Shopee.therefore H0 is turned down while H1 is approved.According to the first theory, there is a considerable impact.2. The price t test results, with a price significance of 0.000 <0.05 and a t-count of 4.378 > ttable 1.984, have a substantial impact on shoppers' decisions at Shopee.therefore H0 is turned down while H1 is approved.According to the second theory, there is a considerable impact.3. Consumer purchase decisions are significantly impacted by the price and promotion t-test results; the t-count is 5.426 > and the promotion significance is 0.000 <0.05.The count is 4.378, the t count is 4.378 > t table 1.984, and the price's significance is 0.000 <0.05.H1 is approved whereas H0 is refused.According to the third theory, there is a considerable influence.

F Test Results (Simultaneous)
The f test criteria used in this investigation are as follows: a) As a result of Tcount > Ttable and significance level <0.05, Ha is approved and H0 is denied.b) As a result of Tcount < Ttable and a significance threshold > 0.05, Ha is rejected and H0 is approved.In determining the f table in this study determine: df1 = k -1 dan df2 = n -k.With, variable (k) = 3, n=100 calculation: df1= 3-1 = 2 and df2= 100-3 = 97 with a significant level of 0.05 as seen in the following table: The f test above concludes that pricing and promotions have a simultaneous effect on consumers' decisions to buy since the f count is 66.728 > f table 3.09 with a probability of 0.000 <0.05.

Conclusion
Partially, promotion has an effect on purchasing decisions at Shopee for the people of Tanjung Piayu, Batam City.Partially, the price influences purchasing decisions at Shopee for the people of Tanjung Piayu, Batam City.

Figure
Figure 1.Framework

Figure 2 .
Figure 2. Regression Standardized Residuals Source: Findings from the analysis of SPSS 25 Figure 2 shows the results of the normality test, in conclusion the residual values are normally distributed, because the residuals are bell-shaped.

Figure 3 .
Figure 3. Regression Standardized Residuals Source: Findings from the analysis of SPSS 25

Figure 4 .
Figure 4. Regression Standardized Residual ScatterplotSource: Findings from the analysis of SPSS 25

Table 1 . Research Questionnaire statement Variables Statement
Promotion I decide buy products after watched Big Sale advertisement After seeing shopee ads I feel sure to shop at Shopee I believe Shopee have quality I believe Shopee have quality There is a promotion which are held Shopee on dates certain Shopee often stage promotional periodically Promotion that given shopee like shopping discounts, free fare always send interesting and exactly right with wishes as well need consumer I remember the tagline advertising is used Shopee at television, or social media other After seeing advertising visualization My Shopee interested in shop online at Shopee Price Price Products that sold at shopee affordable by all circles Price Product in accordance with Quality product Price product varies from several seller who It is in Shopee with types product which the same Price product which offered Shopee more cheap compared to ecommerce other

Table 2 . Validity test
Conclusion: using SPSS version 25, all claims are deemed true if the r count exceeds the r table, as seen in the preceding table.