Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Masyarakat Solo Raya Tahun 2022)

Abstract

This study aims to determine the effect of product quality, price, and promotion on Shopee marketplace purchasing decisions in the Solo Raya community, either partially or simultaneously. The research method used in this research is descriptive quantitative. The sampling used in this research is using the Non-Probability Purposive Sampling method. The number of samples studied was 100 respondents who were Shopee marketplace users who had made purchases more than 2 times. The data analysis technique used in this research is the classical assumption test, multiple linear regression test, t-test, f test, and the coefficient of determination test. The results of this study indicate that product quality has a partial effect on purchasing decisions, price partially affects purchasing decisions and promotions partially affect purchasing decisions. The four variables simultaneously have a significant effect on purchasing decisions.