This study aims to examine the influence of price, promotion, and e-service quality
on consumer purchase decisions in the Tokopedia marketplace. With the
advancement of technology, marketplaces like Tokopedia have become the main
choice for consumers when shopping online. However, intense competition with
other e-commerce platforms demands that Tokopedia continuously improve its
marketing strategies. This study uses a quantitative method with data collection
techniques through questionnaires distributed to 130 respondents who are
Tokopedia consumers. Data analysis was performed using multiple linear
regression to test the proposed hypotheses. The results show that price, promotion,
and e-service quality have a positive and significant influence on purchase
decisions. Competitive pricing, attractive promotions, and good electronic service
quality have been proven to increase consumer purchase decisions on
Tokopedia. This research is expected to contribute to the development of
marketing strategies at Tokopedia and provide insights for other e-commerce
companies in facing market competition.