PENGARUH FITUR PROMO TOKO DAN IKLAN PADA APLIKASI SHOPEE TERHADAP KEPUTUSAN PEMBELIAN DI CV DR ANANGWIB SKINHEALTH

Shopee is an e-commerce site with the largest visitors in Indonesia. This research aims to determine the influence of Shop Promo Features and Advertisements on Purchasing Decisions on the Shopee Application at CV Dr Anangwib Skinhealth. This research used a quantitative method with 100 respondents through a questionnaire, with sampling using a random sampling method. The data source uses primary data. Data analysis was carried out with the help of the SPSS program. This research provides a new contribution by focusing on the internal aspects of the Shopee application. In addition, Simon's use of Automatic Decision Making theory provides a new perspective in understanding consumer behavior in the context of e-commerce.
The results of the analysis show that the Shop Promotion and Advertising Features partially and simultaneously have a significant effect on purchasing decisions. In particular, the Shop Promo Feature, the results of which have a more dominant influence in influencing purchasing decisions on the Shopee application at CV. Dr Anangwib Skinhealth. From the results of this research, companies are advised to maintain an effective promotional strategy, by focusing on aspects such as purchase reviews, discount features, and increasing brand awareness to increase purchasing decisions.
Keyword: Promo, Advertisement, Shopee, Purchase Decision.