Pengaruh Faktor Psikologis Terhadap Keputusan Pembelian Pada Platform E-commerce Shopee (Studi Kasus Mahasiswa Perguruan Tinggi di Bengkalis)

The purpose of this research is to analyze how the psychological factors of consumers who shop at Shopee, to analyze how consumer purchasing decisions shop at Shopee, and to analyze how psychological factors influence purchasing decisions on the Shopee e-commerce platform (case
study of college students in Bengkalis). This research is a quantitative research type research using primary data sources (questionnaires). The sampling technique used Nonprobability Sampling with a total of 100 respondents. Data collection using a questionnaire by distributing online to college students in Bengkalis who are respondents and analyzed using validity tests, reliability tests, classical assumption tests, simple correlation tests, simple linear regression tests and T tests. The results of this study indicate that there is an influence on the psychological factors of consumers who shop on the Shopee e-commerce platform (case study of college students in Bengkalis), there is an influence on the purchasing decisions of consumers who shop on the Shopee e-commerce platform, and there is a significant influence of psychological factors on purchasing decisions on the Shopee e-commerce platform (case study of college students in Bengkalis).