Dewi, Yasinta Annissa (2022) Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study entitled "The Effect of Product Quality, Price and Promotion on Purchase Decisions at the Shopee Marketplace (Case Study on Malang Students)" which aims to answer questions about the effect of product quality, price and promotion on purchasing decisions on the Shopee marketplace. The research methodology used is quantitative research using survey methods. The sampling technique used is simple random sampling with a total of 100 respondents. Data collection techniques using SPSS version 23. Data analysis using multiple linear regression. The results of this study indicate that product quality has a partial effect on purchasing decisions on the Shopee marketplace, this is evidenced by the tcount value of 3.033 and the significance value of 0.003. Price has a partial effect on purchasing decisions on the Shopee marketplace, it is proven that the thitng value is 2.135 and the significance value is 0.035. Promotions have a partial effect on purchasing decisions on the Shopee marketplace, it is proven that the rating value is 2.304 and the significance value is 0.023. Meanwhile, based on the calculation of the statistical results of the simultaneous test, it can be concluded that product quality, price and promotion have a simultaneous effect on purchasing decisions on the Shopee marketplace, it is proven that the Fcount value is 33.060 and the significance value is 0.000 and the coefficient of determination is 0.508 which means that the purchase decision can be explained by the variables of product quality, price and promotion of 50.8% while the rest is explained by other variables not included in this study.

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