Analsis faktor faktor yang mempengaruhi keputusan pembelian konsumen melalui Shopee selama masa pandemi COVID-19 = ANALYSIS OF FACTORS AFFECTING CONSUMER PURCHASING DECISION THROUGH SHOPEE ECOMMERCE DURING COVID-19 PANDEMIC

This study aims to determine the factors that effected consumer purchasing decision through Shopee E-Commerce during COVID-19 Pandemic. The method of data collection in this study is to use a questionnaire. The data were analyzed by Quantitative Descriptive and Multiple Linear Regression and tested by research instrument test, classical assumption test, partial test and simultaneous test using SPSS software. The results of this study indicate that COVID-19, Psychological Factor, Social Factor, Personal Factor, and Cultural Factor has a positive impact on consumer purchasing decision through Shopee E-Commerce.

Keywords : COVID-19, Shopee, Consumer Purchasing