E-commerce with the highest number of users in Indonesia is Shopee and last year Shopee managed to break the record for most sales transactions in one day in seven countries. So from that this study intends to find out how consumer motivation and marketing mix that Shopee does contribute to the purchasing decision making process. The population in this study is the millennial city of Karawang city with a sample of 175 respondents. Sampling is done by non-probability sampling technique that is snowball. Data analysis method used is multiple linear regression test. Based on the results of these tests, the motivation variable and marketing mix simultaneously and partially have a positive and significant correlation to the Shopee consumer purchasing decision making process in Karawang with a correlation coefficient of 0.859. The motivation variable contribution and marketing mix amounted to 73.8% of the consumer purchasing decision process and 26.2% was contributed by other variables. Keywords: Motivation, Marketing Mix, Decision Making Process. E-commerce dengan jumlah pengguna tertinggi di Indonesia adalah Shopee dan tahun lalu Shopee berhasil memecahkan rekor untuk sebagian besar transaksi penjualan dalam satu hari di tujuh negara. Maka dari itu penelitian ini bermaksud untuk mengetahui bagaimana motivasi konsumen dan bauran pemasaran yang Shopee berkontribusi terhadap proses pengambilan keputusan pembelian. Populasi dalam penelitian ini adalah kota seribu tahun di kota Karawang dengan sampel 175 responden. Pengambilan sampel dilakukan dengan teknik non-probability sampling yaitu bola salju. Metode analisis data yang digunakan adalah uji regresi linier berganda. Berdasarkan hasil pengujian ini, variabel motivasi dan bauran pemasaran secara simultan dan parsial memiliki korelasi positif dan signifikan terhadap proses pengambilan keputusan pembelian konsumen Shopee di Karawang dengan koefisien korelasi 0,859. Kontribusi variabel motivasi dan bauran pemasaran sebesar 73,8% dari proses keputusan pembelian konsumen dan 26,2% disumbangkan oleh variabel lain. Kata Kunci: Motivasi, Bauran Pemasaran, Proses Keputusan Membeli.
E-commerce with the highest number of users in Indonesia is Shopee and last year Shopee managed to break the record for most sales transactions in one day in seven countries. So from that this study intends to find out how consumer motivation and marketing mix that Shopee does contribute to the purchasing decision making process. The population in this study is the millennial city of Karawang city with a sample of 175 respondents. Sampling is done by non-probability sampling technique that is snowball. Data analysis method used is multiple linear regression test. Based on the results of these tests, the motivation variable and marketing mix simultaneously and partially have a positive and significant correlation to the Shopee consumer purchasing decision making process in Karawang with a correlation coefficient of 0.859. The motivation variable contribution and marketing mix amounted to 73.8% of the consumer purchasing decision process and 26.2% was contributed by other variables. Keywords: Motivation, Marketing Mix, Decision Making Process. E-commerce dengan jumlah pengguna tertinggi di Indonesia adalah Shopee dan tahun lalu Shopee berhasil memecahkan rekor untuk sebagian besar transaksi penjualan dalam satu hari di tujuh negara. Maka dari itu penelitian ini bermaksud untuk mengetahui bagaimana motivasi konsumen dan bauran pemasaran yang Shopee berkontribusi terhadap proses pengambilan keputusan pembelian. Populasi dalam penelitian ini adalah kota seribu tahun di kota Karawang dengan sampel 175 responden. Pengambilan sampel dilakukan dengan teknik non-probability sampling yaitu bola salju. Metode analisis data yang digunakan adalah uji regresi linier berganda. Berdasarkan hasil pengujian ini, variabel motivasi dan bauran pemasaran secara simultan dan parsial memiliki korelasi positif dan signifikan terhadap proses pengambilan keputusan pembelian konsumen Shopee di Karawang dengan koefisien korelasi 0,859. Kontribusi variabel motivasi dan bauran pemasaran sebesar 73,8% dari proses keputusan pembelian konsumen dan 26,2% disumbangkan oleh variabel lain. Kata Kunci: Motivasi, Bauran Pemasaran, Proses Keputusan Membeli.
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