The Effect of Product Quality, Price, and Promotion on Purchase Decisions in the Shopee Food Application for Marketing Management Department Students in Muhammadiyah University of Sidoarjo
Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian di aplikasi Shopee Food pada Mahasiswa Jurusan Manajemen Pemasaran Universitas Muhammadiyah Sidoarjo
DOI:
https://doi.org/10.21070/ups.1387Keywords:
Product Quality, Price, Promotion, Purchase DecisionAbstract
This study aims to determine the effect of product quality, price and promotion on purchasing decisions in the Shopee Food application for Marketing Management Department Students in Muhammadiyah University of Sidoarjo. The data analysis technique used in this research is multiple linear regression analysis, coefficient of determination (R2), t test, F test, and classical assumption test using SPSS statistical software version 22.0. The results of this study prove that product quality has an effect on purchasing decisions in the Shopee Food application for students of the Marketing Management Department, Muhammadiyah University of Sidoarjo. Promotion has an effect on purchasing decisions in the Shopee Food application for students of the Marketing Management Department, Muhammadiyah University of Sidoarjo. Thus, it can be concluded that product quality, price, and promotion simultaneously affect purchasing decisions in the Shopee Food application for Marketing Management Students University of Muhammadiyah Sidoarjo.
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