The Effect of Price, Product Quality, Promotion on Consumer Purchasing Decisions E-commerce Shopee (Study on Students of Muhammadiyah University of Sidoarjo
Pengaruh Harga, Kualitas Produk, Promosi Terhadap Keputusan Pembelian Pada Konsumen E-Commerce Shopee (Studi Pada Mahasiswa Universitas Muhammadiyah Sidoarjo)
DOI:
https://doi.org/10.21070/ups.1947Keywords:
Price, Product Quality, Promotion, Purchase DecisionAbstract
This study aims to determine and explain the effect of price, product quality, and promotion on consumer purchasing decisions in ecommerce shopee. This research is based on a field study conducted among students of Muhammadiyah Sidoaejo University, Sidoarjo. The method used in this study is a quantitative approach. Sampling in this study was carried out by the method Non Probability Sampling with type Accidental Sampling. Data analysis technique used in this study using multiple linear regression data analysis using the program SPSS versi 25 for windows. The results of this study indicate that the price variable has a partial effect on purchasing decisions, product quality has a partial effect on purchasing decisions, and promotion has a partial effect on consumer purchasing decisions inecommerce shopee. As well as price, product quality, and promotions simultaneously influence consumer purchasing decisions ecommerce shopee.
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