Analisis Pengaruh Motif Rasional, Motif Emosional, dan Perceived Value Terhadap Keputusan Pembelian di Shoope

This research aimed to determine the influence of rational purchase motive, emotional purchase motive, and perceived value on purchase decisions. The research used a quantitative approach. The data collection was carried out by distributing questionnaires to 102 respondents. The sampling method used purposive sampling techniques. The data processing using the IBM Statistical Package for the Social Science (SPSS) version 25 program through the following stages: validity test, reliability test, classical assumption test, multiple linear analysis, hypothesis test, and coefficient of determination obtained an R value of 2 of 56,7% and the rest of the 43,3% purchase decisions shopee were influenced by other variables purchase decisions outside of this research. The results showed that rational purchase motive no had a effect on that emotional purchase motive had a effect on purchase decisions, and perceived value had a effect on purchase decisions, Meanwhile, simultaneously rational purchase motive, emotional purchase motive, and perceived value on purchase decisions. Keywords: Rational Purchase Motive ,Emotional Purchase Motive,Perceived Value, Purchase Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh motif pembelian rasional, motif pembelian emosional dan perceived value terhadap keputusan pembelian Shopee. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan menyebar kuisioner kepada 102 responden. Metode pengambilan sampel menggunakan teknik simple random sampling. Pengolahan data menggunakan program SPSS versi 25 melalui beberapa tahapan berikut: uji validitas, uji reliabilitas, uji asumsi klasik, analisis linear berganda, uji hipotesis, dan koefisien determinasi diperoleh nilai R2 sebesar 56,7% dan sisanya sebesar 43,3% keputusan pembelian Shopee dipengaruhi oleh variabel lain diluar penelitian ini. Hasil penelitian secara parsial, menunjukkan bahwa motif pembelian rasional tidak berpengaruh terhadap keputusan pembelian Shopee, motif pembelian emosional berpengaruh terhadap keputusan pembelian Shopee, dan perceived value berpengaruh terhadap keputusan pembelian Shopee. Sedangkan, secara simultan motif pembelian rasional, motif pembelian emosional, dan perceived value berpengaruh terhadap keputusan pembelian Shopee. Kata kunci: Motif Pembelian Rasional, Motif Pembelian Emosional, Nilai yang Dipersepsikan, Keputusan Pembelian.