SKRIPSI: Pengaruh Kualitas Produk, Promosi, dan Harga terhadap Keputusan Pembelian Produk Fashion di Marketplace Shopee (Studi Kasus pada Mahasiswa di Yogyakarta)

Yohana, Elsaddai Simanjuntak (2022) SKRIPSI: Pengaruh Kualitas Produk, Promosi, dan Harga terhadap Keputusan Pembelian Produk Fashion di Marketplace Shopee (Studi Kasus pada Mahasiswa di Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of product quality, promotion and price on purchasing decisions for fashion products in the Shopee marketplace (a case study on students in Yogyakarta). The sampling method used purposive sampling, with the number of respondents 147 people. The data analysis method used in this paper is multiple linear regression analysis method. Based on the results of the t test, it can be seen that the product quality variable has a positive and significant effect on purchasing decisions with a significance level of 0,002, the promotion variable has a positive and significant effect on purchasing decisions with a significance level of 0,022 and the price variable has a positive and significant effect on purchasing decisions with a significance level. of 0,000. From the analysis of the coefficient of determination, it can be explained that product quality, promotions and prices affect purchasing decisions for fashion products in the Shopee marketplace by 83,5% while the remaining 16,5% is influenced by other variables outside this research model

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 05 Dec 2022 02:10
Last Modified: 05 Dec 2022 02:10
URI: http://repository.stimykpn.ac.id/id/eprint/385

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