Analysis of Brand Quality, Price Discounts, and Consumer Reviews on Kafh Product Purchase Decisions on Shopee Sidoarjo
Analisis Kualitas Merek, Diskon Harga, dan Ulasan Konsumen Terhadap Keputusan Pembelian Produk Kafh pada E-Commerce Shopee di Kota Sidoarjo
DOI:
https://doi.org/10.21070/ups.11408Keywords:
Brand Quality, Price Discount, Consumer Reviews, Purchase DecisionAbstract
This study aims to analyze the influence of brand quality, price discounts, and consumer reviews on purchasing decisions for Kahf products on the Shopee platform in Sidoarjo City. The study used a quantitative approach with a survey method of 100 respondents who are consumers of Kahf products on Shopee. The sampling technique used purposive sampling, while data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the help of the SmartPLS 3.0 application. The results showed that brand quality, price discounts, and consumer reviews had a positive and significant effect on purchasing decisions. Consumer reviews were the variable that had the most dominant influence on purchasing decisions, followed by brand quality, while price discounts had the lowest influence. These findings indicate that consumers consider the experience and assessments of other users more than price factors in determining purchasing decisions for Kahf products on Shopee.
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