Submitted by: Aditiya, Aditiya<\/strong>
\nOn: Jun 24, 2023 @ 2:37 PM<\/strong>
\nIP: 182.3.133.103<\/strong> <\/p>\n\n
\nE-commerce is a type of electronic business mechanism that
\nfocuses on individual-based business transactions using the internet as a
\nmedium for exchanging goods or services. E-commerce brings great
\nbusiness opportunities such as selling products and providing services
\nonline. This research aims to find out whether there is an effect of price,
\nservice quality and perceived risk on purchasing decisions of business
\nadministration students at Mulawarman University.
\nThe research method used was quantitative research using survey
\nmethods, sampling techniques using non-probability sampling with a
\ntotal of 75 respondents. Data collection techniques used questionnaires
\nwhich were processed using SPSS version 26. Data analysis used
\nmultiple linear regression.
\nThe results of this study are price, service quality and perceived
\nrisk partially have a positive and significant effect on purchasing
\ndecisions. Price, service quality and perceived risk simultaneously have a
\npositive and significant effect on purchasing decisions for men’s fashion
\nproducts on e-commerce shopee.
\nKeywords : Marketing, price, service quality , perceived risk and
\npurchasing decisi<\/strong><\/li>\n