Octaviani, Adinda Brillian Nuki (2024) Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Di Marketplace Shopee: Studi Kasus Pada Msib Batch 5 Di Lmi Surabaya. Undergraduate thesis, Fakultas Ekonomi dan Bisnis.

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Abstract

This study aims to analyze the influence of product quality, price, and promotion on purchase decisions on the Shopee marketplace. The study was conducted by taking a case study of students from the Business Management Program Batch 5 at the Indonesia Management Institute (LMI) Surabaya. Data collection methods involved questionnaires and direct interviews with respondents. The collected data were analyzed using multiple linear regression analysis. The results showed that product quality, price, and promotion have a positive and significant influence on purchase decisions on the Shopee marketplace. Managerial implications and suggestions for further research are also discussed.

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