Analysis of Product Quality, Price, and Promotional Attractiveness on Consumer Purchase Decisions on Shopee Marketplace Products Fashion
Analisis Kualitas Produk, Harga, dan Daya Tarik Promosi terhadap Keputusan Pembelian Konsumen pada Produk Fashion Marketplace Shopee
DOI:
https://doi.org/10.21070/ups.3280Keywords:
Quality Product, Price, Promotional Atractiveness, Purchase Decision, Shopee MarketplaceAbstract
This study aims to determine the results regarding the effect of product quality, price and promotional attractiveness on consumer purchasing decisions of Mie Gacoan Sidoarjo. This research uses quantitative methods. The sampling technique is non-probability sampling with purposive sampling data collection method. The number of samples in this study amounted to 96 respondents. The results were obtained by distributing questionnaires. The data analysis technique uses a survey method using SPSS version 25. The results of this study indicate that product quality, price and promotional attractiveness have a significant effect on purchasing decisions for consumers in the Shopee marketplace..
Downloads
References
Istiqlayatul, Kholiq and Dewi Komala Sari, 2021, “The Influence of Viral Marketing, Celebrity Endorser, and Brand Awareness on Purchase Decisions on Make Over Cosmetic Products in Sidoarjo,” Academia Open, vol. 4, pp. 1–14, doi: 10.21070/acopen.4.2021.2604.
Laliu, Supardin, Helmi, Sulaiman, Sunda Ariana, 2022, “The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision,” Journal Economic Sustainable Development, doi: 10.7176/jesd/13-8-09.
Dellyanti, Fedrica and Dewi Komala Sari, 2023, “The Influence of Product Quality, Price, and Advertising on Purchasing Decisions for Leather Wallets in the Leather Craft Industry in Sidoarjo Regency,” Academia Open, vol. 8, no. 1, pp. 1–14, doi: 10.21070/acopen.8.2023.3947.
Kesuma, Murtadho, Dessy Fitria, and Ahmad Ulil, Albab Al Umar, 2021, “Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Produk Pattaya Corner Kota Salatiga,” Jurnal Ilmiah Manajemen Ubhara, vol. 3, no. 1, p. 13, doi: 10.31599/jmu.v3i1.845.
Sri, Rahayu Tri Astuti, 2019, “Analisis Pengaruh Kualitas Produk, Harga, Lokasi dan Kualitas Pelayanan Terhadap Minat Beli Ulang Konsumen (Studi pada Warung Makan ‘Bebek Gendut’ Semarang),” Diponegoro Journal Management, vol. 2, no. 3, pp. 1–11.
Ubaidillah, Hasan, 2016, “Determinan Citra Harga Dan Dampaknya Terhadap Niat Pembelian,” Jurnal Ekonomi Modernisasi, vol. 12, no. 3, p. 131, doi: 10.21067/jem.v12i3.1539.
Kotler, Philip & Gery Amstrong, 2016, “Prinsip-prinsip Pemasaran. Edii13. Jilid 1. Jakarta: Erlangga.
Suryana, Raden Hanif Arga and Dewi Komala Sari, 2021, “Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable,” Academia Open, vol. 4, pp. 1–20, doi: 10.21070/acopen.5.2021.2596.
Rohwiyati and Sulistya, 2021, “Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee” Jurnal Akuntansi Dan Manajemen Mutiara Madani, vol. 9, no. 2, pp. 72–83.
Akbar, Akhmad Rozaky, 2019, “Pengaruh Kualitas Produk, Harga dan Strategi Promosi Terhadap Minat Beli Suwitho Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya,” Jurnal Ilmu dan Riset Manajemen, vol. 8, no. 11, pp. 1–17.
Dewi, Retry, 2019, “Pengaruh Kualitas Produk, Citra Merek Dan Celebrity Endorser Terhadap Keputusan Pembelian Smartphone Melalui Minat Beli Sebagai Variabel Intervening,” Jurnal Administrasi Bisnis Fisipol Unmul, vol. 7, no. 4, p. 409, doi: 10.54144/jadbis.v7i4.2862.
Juhana, Dudung, 2019, “Pengaruh Kualitas Produk Dan Promosi Terhadap,” Jurnal Ekonomi Bisnis Entrepreneurship, vol. 12, no. 1, pp. 77–88.
Nurfantoro, Adi, 2021, “Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Mediasi (Studi Kasus Pada konsumen Mie Instan PT …,”
Yoeliastuti, Darlin Evalina, and Eko Sugiyanto, 2021, “Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Melalui Aplikasi Penjualan Online Shopee,” Jurnal Lentera Bisnis, vol. 10, no. 2, p. 212, doi: 10.34127/jrlab.v10i2.425.
Dwijantoro, Rizky, Bernasin Dwi, and Nobelson Syarief, “Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Marketplace Shopee,” Jurnal Riset Manajemen dan Bisnis, vol. 16, no. 2, p. 63, doi: 10.21460/jrmb.2021.162.392.
Tjiptono, Fandy, 2015, Strategi Pemasaran, 4th ed. Yogyakarta: Andi Offset.
Limakrisna, Nandan and Togi Parulian Purba, 2017, Manajemen Pemasaran Teori dan Aplikasi dalam Bisnis, 2nd ed. Jakarta: Mitra Wacana Media.
Trihastuti and Aselina Endang, 2021, Manajemen Pemasaran Plis, 1st ed. Yogyakarta: Deepublish.
D. M. Astuti and N. Matondang, Manajemen Pemasaran: UMKM dan Digital Sosial Media, 1st ed. Yogyakarta: DEEPUBLISH, 2020.
Kusumowidagdo and Astrid, 2013, Desain Ritel Komunikasikan Straregi Pemasaran Bisnis dengan Tepat! Jakarta: PT Gramedia Pustaka Utama.
Melati, 2021, Manajemen Pemasaran, 1st ed. Yogyakarta: Deepublish, 2021.
Astuti, Miguna, and Agni Rizkita Amanda, 2020, Pengantar Manajemen Pemasaran, 1st ed. Yogyakarta: Deepublish.
Fidatul, Dinandra Buduri, Muhammad Alhada Fuadilah Habib, 2023,"The Effect of Price, Product Quality, and Promotion on The Purchasing Decision" Jurnal Politik and Sosial Kemasyarakatan. Vol, “1 *, 2 1,2,” vol. 15, no. 1, pp. 187–206.
Hardani, Helmina Andriani, Jumari Ustiawaty, and Evi Fatma Utami, 2020, "Metode Penelitian: Kualitatif dan Kuantitatif", 1st ed. Yogyakarta: Pustaka Ilmu.
Fauzi, Ahmad, Nisa Baitun, 2022, "Metodelogi Penelitian", 1st ed. Jawa Tengah: Pena Persada.
Suyono, 2015, "Analisis Regresi untuk Penelitian", 1st ed. Yogyakarta: Deepublish.
Widana, Wayan and Putu Lia Muliani, 2020, "Uji Persyaratan Analisis", 1st ed. Jawa Timur: Klik Media.
Sarwono, Jonathan, 2006, "Metode Penelitian Kuantitatif dan Kualitatif", 1st ed. Yogyakarta: Graha Ilmu.
Rosiana, Ita, Bayu Surindra, and Efa Wahyu Prastyaningtyas, 2021, “Pengaruh Kualitas Produk, Kepercayaan Dan Promosi Terhadap Minat Beli Mahasiswa Pada Belanja Online Shopee,” Journal Seminar Nasional Manajemen, Ekonomi dan Akuntasi.
Pradana, Dedhy, Syarifah Hudayah, and Rahmawati, 2019, “Pengaruh harga kualitas produk dan citra merek Brand Image terhadap keputusan pembelian motor,” Kinerja, vol. 14, no. 1, p. 16, doi: 10.29264/jkin.v14i1.2445.
Made, Ni Maitri, Priandewi, 2021, “Pengaruh Kualitas Produk, Desain Produk, Dan Promosi Terhadap Keputusan Pembelian Produk Di E-Commerce Lazada,” Jurnal Valuasi Jurnal Ilmu Manajemen dan Kewirausahaan, vol. 1, no. 2, pp. 419–433, doi: 10.46306/vls.v1i2.34.
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
