Diut, Rofina (2024) Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian di Aplikasi Online Shop (Studi Kasus Mahasiswa FEB Unmer Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine and analyze the influence of Product Quality on purchasing decisions in online shop applications, to determine and analyze the influence of price on purchasing decisions in online shop applications, to determine and analyze the influence of promotion on purchasing decisions in online shop applications, and to determine and analyze the influence of product quality, price, and promotion on purchasing decisions in online shop applications among students of Unmer Malang. The sample in this study consisted of 100 students. Data analysis technique used multiple regression analysis. The results of the analysis show that product quality does not significantly influence purchasing decisions. Price significantly influences purchasing decisions. Promotion significantly influences purchasing decisions. Product quality, price, and promotion simultaneously have a significant influence on purchasing decisions.

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