The Influence of Online Prices and Promotions on Purchase Decisions on the Shopee Marketplace (Case Study at PT. Gucci Ratu Textile

This research is motivated by the influence of online prices and promotions on purchasing decisions at the shopee marketplace. The research method used is quantitative with a descriptive and associative approach. With a population of 750 and a total sample of 88 taken using probability sampling technique. The unit of observation in this study is an employee at PT. Gucci Ratu Textile, City of Cimahi, West Java, which conducts online shopping activities on the shopee marketplace. This study uses multiple linear regression analysis as a data analysis technique and has carried out the validity and reliability of the instruments used in the study. The results showed that partially, the price variable had an effect of 75.61% on purchasing decisions at the shopee marketplace, while online promotions had an effect of 22.34%. Overall, online prices and promotions have an effect of 98% on purchasing decisions on the shopee marketplace, while 2% are influenced by other factors not examined in this study

This research is motivated by the influence of online prices and promotions on purchasing decisions at the shopee marketplace. The research method used is quantitative with a descriptive and associative approach. With a population of 750 and a total sample of 88 taken using probability sampling technique. The unit of observation in this study is an employee at PT. Gucci Ratu Textile, City of Cimahi, West Java, which conducts online shopping activities on the shopee marketplace. This study uses multiple linear regression analysis as a data analysis technique and has carried out the validity and reliability of the instruments used in the study. The results showed that partially, the price variable had an effect of 75.61% on purchasing decisions at the shopee marketplace, while online promotions had an effect of 22.34%. Overall, online prices and promotions have an effect of 98% on purchasing decisions on the shopee marketplace, while 2% are influenced by other factors not examined in this study

INTRODUCTION
Consumers in terms of electronic transactions in Indonesia have been well accommodated by Law Number 8 of 1999 concerning Consumer Protection (UUPK) and Law Number 11 of 2008 concerning Information and Electronic Transactions (UU ITE) which have provided quite compatible protection. for consumers in conducting a sale and purchase transaction of moving goods through e-commerce. Regulations relating to consumer protection in electronic transactions include legal requirements for an e-commerce transaction, standard clauses, validity and authenticity of legal subjects, authenticity of legal subjects and behavior prohibited by business actors in promoting and producing goods and services that can be used as reference material in a transaction in ecommerce.(https://www.Hukumonline.com/klinik/detail/review/lt50bf6928 0b1ee/perlindungan-konsumen-dala-e-commerce, downloaded on December 26, 2022).
Entering the era of globalization makes life and technology experience significant changes, from traditional to modern for each generation. This is evidenced by the availability of various kinds of telecommunications equipment with high-level technology. The complexity of telecommunication technology at this level is also based on the human need to deal with various problems that are faced and resolved in a fast and short time. The technology that is still the trend in society today is cellular phones. Indonesia can be said to be included in the category of countries that have reached the modernization phase, especially in terms of marketing. This can be seen from the way his life is fulfilled and also the society at this time has changed a lot. Marketing a product or service is currently not only done by distributing brochures, participating in certain events, or promoting verbally, but can be done by utilizing one of the media, namely using the internet. The increasing demands of society on the internet have made the internet a primary need that must be met in order to be able to communicate and obtain information. Previously, before the development of technology, entrepreneurs carried out their activities both in business and purchasing, as well as in direct or face-to-face sales promotions. Now selling transactions or buying something or shopping can be done online with the help of an application on a cell phone which then creates trading technology which has an impact on the progress of online trading that is attached to a system called a marketplace. Advances in internet-based technology have changed many people's lifestyles, especially in terms of online shopping habits through marketplace applications, one of which is the Shopee marketplace. Internet technology is one of the big market keys for business people to expand their market and increase sales by utilizing highly sophisticated media such as cell phones which are more practical to carry anywhere as a means of buying and selling transactions.
Consumers have various considerations in deciding to buy products or use services, especially online. Examples of some things to consider are prices, reviews and appearance of a product in a transaction. With reviews, consumers will find out information or experiences from other consumers who have purchased the product which will make a consideration for whether or not to buy the product. Likewise with attractive product promotions with clear photos, videos, interesting variations that will influence consumer purchasing decisions. Because consumer needs and wants are always changing and tend to increase from time to time, companies must conduct marketing research to find out what consumers really need and want from their products.
Price is a consideration for consumers in choosing the product to be used. Because the problem of imperfect pricing can affect the amount of sales, profit levels, and market share that can be owned by the company. The fulfillment of consumer needs and desires is inseparable from the financial capabilities they have. So that consumers will look for prices that are in accordance with their financial capacity. For this reason, companies must be able to attract the attention of consumers by deciding the perfect price for the products they offer and the prices issued are in accordance with the quality used and their functions as a result of what is needed will encourage consumers to decide to purchase a product (Assauri 2015: 223).
Promotion has a positive and significant influence on purchasing decisions. The higher the promotion level, the higher the purchase decision. Attractive promotion will encourage many consumers to buy the product. Because advertisements are attractive to the minds of consumers to make consumers decide to buy a product (Buchari 2016: 187).
Based on the background above, the authors see a very clear phenomenon and are interested in conducting more in-depth research with the title "The Influence of Online Prices and Promotions on Purchase Decisions on the Shopee Marketplace (Case Study at PT. Gucci Ratu Textile, Cimahi City, West Java)".

THEORETICAL REVIEW The Effect of Price on Purchasing Decisions
According to (Assauri 2015: 223) Price is a consideration for consumers in choosing the product to use. Because the problem of imperfect pricing can affect the level of sales, profit levels and market share that can be achieved by the company. The fulfillment of consumer needs and desires is inseparable from the financial capabilities they have. So that consumers will look for prices that are in accordance with their financial capacity. For this reason, companies must be able to attract the attention of consumers by deciding the perfect price for the products they offer and the prices issued are in accordance with the quality used and their functions as a result of what is needed will encourage consumers to decide to buy a product.
Based on previous research according to (Erpurini, Pratama, and Haryono 2022:470) entitled "The Effect Of Price And Free Shipping Tagline On Purchase Decision At E-Commerce Shopee (Study On Alumni Of Sman 13 Bandung)" or "The Influence of Price Tagline And Free Shipping on Purchase Decisions at Shopee E-Commerce (Sman 13 Bandung Alumni Study) "that the price and free shipping tagline have a significant effect on purchasing decisions at Shopee ecommerce.
Based on the results of the research above, it can be concluded that prices give rise to various interpretations in the eyes of consumers. Consumers have different interpretations and understandings depending on personal characteristics (motivation, attitude, self-image, etc.), background (social, economic, demographic, etc.), experience (learning) and environmental influences. Therefore, the evaluation of the price of a product that is cheap, expensive or on average is not the same for everyone, because it depends on individual perceptions based on the environment and individual circumstances. Customers judge the price of a product not only based on absolute face value, but also the price perception. H₁: There is a price effect on purchasing decisions on the Shopee marketplace.

The Effect of Online Promotion on Purchasing Decisions
According to (Buchari 2016: 187) promotion has a positive and significant influence on purchasing decisions. The higher the promotion level, the higher the purchase decision. Attractive promotion will encourage many consumers to buy the product. Because attractive advertisements in the minds of consumers make consumers decide to buy a product.
According to previous researchers (Allaoui mohammed elhassen, Tidjani chemseddine n.d.: 443) entitled "The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta (Allaoui mohammed elhassen, Tidjani chemseddine n.d.:443)" said that product quality, price, promotion and location simultaneously have a positive and significant effect on purchasing decision variables.
Based on the results of the research above, it can be concluded that promotion is very influential in the purchasing decision process, because the more attractive the promotion is, the more attractive it is for consumers to buy the product. H₂: There is an influence of online promotions on purchasing decisions on the Shopee marketplace.

The Effect of Online Prices and Promotions on Purchasing Decisions
According to (Buchari 2016: 96) says that "purchasing decision is a decision that can be taken by consumers who can be influenced by technology, financial economy, technology, politics, culture, product, price, location, promotion, physical evidence, people and process, and therefore can produce a consumer behavior that aims to process various information and produce conclusions in the form of responses that appear to buy a product. This stage begins when a consumer feels a need (search for a problem). After identifying these needs, consumers search for information about the desired needs, after searching for information, these consumers find several alternative product choices, then choose about these products and make decisions regardless of what product they want to buy or not. Based on the results of the research above, it can be concluded that the price and promotion variables will influence a consumer's purchasing decision. Because consumers have their own views on brands that are in the preference group and the expectations of buyers to shop for brands they really like. H₃: There is an influence of price and promotion on purchasing decisions on the Shopee marketplace.

METHODOLOGY Research Design
In this research using quantitative research methods with descriptive and associative approaches. The research method used in this research is descriptive and associative method. The purpose of using the descriptive method in this study is to see the description, conditions, fluctuations regarding the related variables, namely price, promotion and purchasing decisions. While the use of the associative method aims to see the relationship between the variables, namely price, promotion and purchasing decisions.

Population and Sampling Techniques Population
The population of this research is Shopee employees or consumers at PT. Gucci Ratu Textile, Cimahi City, West Java, as many as 750 people.

Sample
Based on the results of the calculation of the slovin formula above, it was found that the result of the sample in this study was 88.23 which the researcher rounded up to 88 people as respondents.

Operational Research Variables
For more information, see the following table for working with variables :

Research Result Discussion of Price Variables on the Shopee Marketplace
Based on the results of research that has been conducted on 88 respondents through distributing questionnaires. Based on the frequency distribution and weighting of each indicator on the price variable, the data is known as follows: Based on the frequency distribution table above, it can be concluded that the price variable consists of 8 statements with an average actual weight value of 346, this value is included in the good category because it is in the interval 298-367. The results above show the lowest actual weight value in the statement "There is a price difference if you buy in large quantities. with an actual weight value of 325. There is a statement with the highest actual weight value, namely the statement "The price displayed on the shopee marketplace is as desired." with an actual weight value of 370.  Based on the frequency distribution table above, it can be concluded that the online promotion variable consists of 8 statements with an average actual weight value of 359, this value is included in the good category because it is in the interval 298 -367. offered by a quality marketplace marketplace." with an actual weight value of 345. There is a statement with the highest score, namely the statement "Marketplace shopee holds a twin number sale event every month." with an actual weight value of 372.  Based on the frequency distribution table above, it can be concluded that the purchase decision variable consists of 12 statements with an actual weight average value of 348, this value is included in the good category because it is in the interval 298 -367. The above results show the lowest actual weight value in the statement "There is no doubt again when I shop at Shopee." with an actual weight value of 325. There is a statement with the highest actual weight value, namely the statement "Shopee provides a choice of brands according to market trends." with an actual weight value of 370.

The Influence of Price on Purchasing Decisions at the Shopee Marketplace Case Study of Shopee Consumers at PT. Gucci Ratu Textile Cimahi City
To see the significance of the effect of price on purchasing decisions can be seen in the regression output below: 1. The constant value β0 = 1.084 means that it shows the magnitude of the purchase decision variable that is not affected by price or can be interpreted when the price value is equal to zero (0) or does not change, the value of the purchase decision is 1.084. 2. The regression coefficient for the price variable (X1) is 1.128, meaning that price has a positive or direct relationship with the purchase decision. The effect of price on purchasing decisions is obtained by the value of tcount 31.764> t table 1.29147 with a price significance probability (X1) at the level of 0.000. In accordance with the criteria if the significance value is <0.10, then H0 is rejected and H1 is accepted, which means that prices partially have a significant effect on purchasing decisions on the Shopee marketplace for employees at PT. Gucci Ratu Textile Cimahi City.
The coefficient of determination serves to show how the variation in the value of the related variable is affected by the variation in the value of the independent variable. In other words, the coefficient of determination is used to measure how far the independent variable explains the dependent variable. The results of the coefficient of determination in this study are as follows: Based on table 4.52 above, it shows that the correlation coefficient that supports the relationship between price (X1) and online promotions (X2) simultaneously on purchasing decisions (Y) is 0.980.
From the table above, it can be seen that the coefficient of determination (R2) is 0.980, meaning that the magnitude of the influence of online prices and promotions on purchasing decisions is the coefficient of determination (R2 x 100%) or 98% and the remaining 2% is explained by other factors not examined in this study.

The Effect of Online Promotion on Purchase Decisions at the Shoppe Marketplace Case Study of Shopee Consumers at PT. Gucci Ratu Textile Cimahi City
To see the significance of the influence of online promotions on purchasing decisions, it can be seen in the regression output below:  X2=0.399 So that the multiple linear regression equation in this study is: Y= 1.084 + 1.128 X1 + 0.399 X2 From these equations, it can be explained as follows: 1. The constant value β0 = 1.084 means that it shows the magnitude of the purchasing decision variable that is not influenced by online promotion or can be interpreted when the online promotion value is equal to zero (0) or does not change, the purchase decision value is 1.084. 2. The regression coefficient for the online promotion variable (X2) is 0.399, meaning that online promotion has a positive or direct relationship with purchasing decisions. The effect of online promotion on purchasing decisions is obtained by the value of tcount 10.381> ttable 1.29147 with a significance probability of online promotion (X2) at the level of 0.000. In accordance with the criteria if the significance value is <0.10, then H0 is rejected and H1 is accepted, meaning that online promotions partially have a significant effect on purchasing decisions on the Shopee marketplace for employees at PT. Gucci Ratu Textile Cimahi City.
To see the magnitude of the influence of each independent variable on the dependent variable, calculations are performed using the Beta x Zero Orderx 100% formula. Beta is the standardized regression coefficient, while zero order is the partial correlation of each independent variable to the dependent variable. Using SPSS, the Beta and zero order values are obtained as follows: : 0.258 x 0.866 x 100% = 0.223428 or 22.34% Based on the above calculations, it is known that the biggest influence of the price variable (X2) is with a contribution of 75.61%, while the online promotion variable (X1) has a contribution of 22.34%.

The Influence of Price and Online Promotion on Purchasing Decisions at the Shopee Marketplace Case Study of Shopee Consumers at PT. Gucci Ratu Textile Cimahi City
After the classical multiple linear assumptions have been examined and met, the next step is to test prices and online promotions on purchasing decisions on the Shopee marketplace, case studies of Shopee consumers at PT. Gucci Ratu Textile, Cimahi City.
The coefficient of determination serves to show how the variation in the value of the related variable is affected by the variation in the value of the independent variable. In other words, the coefficient of determination is used to measure how far the independent variable explains the dependent variable. The results of the coefficient of determination in this study are as follows: Tabel 10 Source: Data Processed by SPSS, 2023 Based on table 10 above, it shows that the correlation coefficient that supports the relationship between price (X1) and online promotions (X2) simultaneously on purchasing decisions (Y) is 0.980.
From the table above, it can be seen that the coefficient of determination (R2) is 0.980, meaning that the magnitude of the influence of price and online promotion on purchasing decisions is the coefficient of determination (R2 x 100%) or 98% and the remaining 2% is explained by other factors not examined in this study.

DISCUSSION The Effect of Price on Purchasing Decisions at the Shopee Marketplace Case Study at PT. Gucci Ratu Textile Cimahi City
Based on the results of the partial test (t test) for price (X1) it shows that the tcount is 31.099 > ttable 1.29147 with a probability of price significance at the level of 0.000. In accordance with the criteria, if the significance value is <0.1 then H0 is rejected and H1 is accepted, meaning that price has a significant effect on purchasing decisions on the Shopee marketplace for Shopee consumers at PT. Gucci Ratu Textile Cimahi City. Consumers who shop online will search and compare the prices of products to be purchased on the internet or in the marketplace that will be used. This means that if the price is more attractive and in accordance with the wishes of consumers, the purchase decision will increase. The price variable contributes or influences the purchase decision by 75.61%.
According to (Assauri 2015: 223) Price is a consideration for consumers in choosing the product to use. Because the problem of imperfect pricing can affect the level of sales, profit levels and market share that can be achieved by the company. The fulfillment of consumer needs and desires is inseparable from the financial capabilities they have. So that consumers will look for prices that are in accordance with their financial capacity. For this reason, companies must be able to attract the attention of consumers by deciding the perfect price for the products they offer and the prices issued are in accordance with the quality used and their functions as a result of what is needed will encourage consumers to decide to buy a product.
The results of this study are in line with previous research conducted by (Erpurini, Pratama, and Haryono 2022:470) entitled "The Effect Of Price And Free Shipping Tagline On Purchase Decision At E-Commerce Shopee (Study On Alumni Of Sman 13 Bandung)" or "The Effect of Price and Free Shipping Taglines on Purchasing Decisions at E-Commerce Shopee (Sman 13 Bandung Alumni Study)" that price and free shipping taglines have a significant effect on purchasing decisions at Shopee e-commerce.
Based on the results of the research that has been done, it can be concluded that price partially has a significant effect on purchasing decisions at the Shopee marketplace for Shopee consumers at PT. Gucci Ratu Textile Cimahi City. If it is more attractive and in accordance with consumer wishes, then consumer purchasing decisions will increase to shop online at Shopee.

The Effect of Online Promotion on Purchase Decisions at the Shopee Marketplace Case Study at PT. Gucci Ratu Textile Cimahi City
Based on the results of the partial test (t test) for Online Promotion (X2) it shows that the tcount is 10,381 > ttable 1.29147 with a significance probability at the 0.000 level. In accordance with the criteria if the significance value is <0.1 then H0 is rejected and H1 is accepted, meaning that online promotion has a significant effect on purchasing decisions on the Shopee marketplace for Shopee consumers at PT. Gucci Ratu Textile Cimahi City. The online promotion variable contributes or influences the purchase decision by 22.34%.
According to (Buchari 2016: 187) promotion has a positive and significant influence on purchasing decisions. The higher the promotion level, the higher the purchase decision. Attractive promotion will encourage many consumers to buy the product. Because attractive advertisements in the minds of consumers make consumers decide to buy a product.
According to previous researchers (Allaoui mohammed elhassen, Tidjani chemseddine n.d.: 443) entitled "The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta (Allaoui mohammed elhassen, Tidjani chemseddine n.d.:443)" said that product quality, price, promotion and location simultaneously have a positive and significant effect on purchasing decision variables.
Based on the results of the research above, it can be concluded that online promotions partially have a significant effect on purchasing decisions on the Shopee marketplace for Shopee consumers at PT. Gucci Ratu Textile Cimahi City. If the information conveyed through digital media is trusted by consumers, then consumer purchasing decisions will increase to shop online at Shopee.

The Influence of Online Prices and Promotions on Purchasing Decisions on the Shopee Marketplace Case Study at PT. Gucci Ratu Textile Cimahi City
Based on the results of the simultaneous test (F test) the value of Fcount is 2062,942 > Ftable 3.10 with a significance value of 0.000 <0.1, then H0 is rejected and H1 is accepted, meaning that prices and online promotions simultaneously have a significant effect on purchasing decisions on the Shopee marketplace for Shopee consumers at PT. Gucci Ratu Textile Cimahi City. The correlation coefficient that supports the relationship between price and online promotion variables simultaneously on purchasing decisions is 0.980 with a determination coefficient of 98%.
According to (Buchari 2016: 96) says that "purchasing decision is a decision that can be taken by consumers who can be influenced by technology, financial economy, technology, politics, culture, product, price, location, promotion, physical evidence, people and process, and therefore can produce a consumer behavior that aims to process various information and produce conclusions in the form of responses that appear to buy a product. This stage begins when a consumer feels a need (search for a problem). After knowing these needs, consumers look for information about the needs they want, after searching for information, consumers find a number of alternative product choices which in the end the consumer will make a selection of an item and will make a decision whether the product wants to be purchased or not.
Based on research according to (Economics and Technology Management, Muhiban, and Karina Putri 2022: 265) entitled "The Effect of Product Display and Electronic Word of Mouth on Purchase Decisions at E-commerce Shopee (Case Study of Shopee Consumers at PT. Gucci Ratu Textile, Cimahi City ) (Economics and Technology Management et al. 2022: 265)" reveals that Product Display and Electronic Word Of Mouth simultaneously have a significant positive effect on purchasing decisions on e-commerce Shopee for Shopee consumers at PT. Gucci Ratu Textile Cimahi City.
Based on the results of the research above, it can be concluded that online prices and promotions simultaneously have a significant effect on purchasing decisions on the Shopee marketplace for Shopee consumers at PT. Gucci Ratu Textile Cimahi City. This shows that the prices displayed and promotions provided through electronic media are able to influence consumer purchasing decisions.
large quantities, they must be given minimum purchase requirements. Consumers who shop online will search and compare the prices of products to be purchased on the internet or in the marketplace that will be used. The wiser the price offered, the more consumers are interested in the products sold at Shopee, the stronger the consumer's desire to shop online at Shopee. 5. Shopee should maintain and evaluate the quality of both images in promotional activities such as shopee live, shopee video and display on the homepage, because it can influence consumer purchasing decisions, such as maintaining the quality of the products displayed and fast service that will satisfy consumers, and also maintain service quality, such as fast response chat service. If the information conveyed by other people in electronic media is highly trusted by consumers, then consumers will be more willing to shop online at Shopee. 6. Shopee should pay attention to checking buyers' complaints about the products being sold to evaluate the sellers so that the products being sold are in accordance with the usability and quality of what is offered in the product description because it can influence consumer purchasing decisions.

FURTHER STUDY
This research still has many shortcomings such as the influence of variables that may be less influential and need to be added, so further research is still needed on the topic of the effect of online prices and promotions on purchasing decisions.

ACKNOWLEDGMENT
Researchers would like to thank all parties who have helped researchers complete this research.