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 Universitas Merdeka Malang.

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Abstract

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

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