Laurell, Gabriella (2023) Pengaruh Harga Dan Layanan Cash On Delivery Terhadap Keputusan Pembelianm Ms.Glow Skincare Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang Angkatan 2019. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the effect of price and cash on delivery (COD) services onpurchasing decisions of Ms.glow skincare and simultaneously analyze the effect of priceon purchasing decisions, describing prices, COD, and purchasing decisions made byconsumers to the online shop they use. And find out whether this COD service is veryprofitable for its users, namely students of the 2019 class of the Faculty of Economicsand Business, Merdeka University, Malang. With the variable customer satisfaction. Thedata collection method in this study is using surveys & questionnaires as a medium forcollecting respondent data. The sample in this study was 100 respondents but the sampleused in this study was (50) respondents, data analysis in this study used multiple linearregression analysis, with multiple linear regression test is a test used to determinewhether there is influence from two independent variables (X ) to the dependent variable(Y). If there is only one independent variable that affects the dependent variable, it iscalled a simple linear regression analysis. It shows that there is an influence of cash ondelivery services on purchasing decisions which is positive & significant bothsimultaneously and partially. Customer satisfaction has a significant effect on purchasingdecisions with the highest T statistic and P value among the other variable hypothesistests. Moderation of satisfaction can strengthen the effect of price on purchasingdecisions, but moderation of customer satisfaction weakens cash on delivery services onpurchasing decisions

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