Pengaruh Promosi, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Erigo Apparel Di E-commerce Shopee

Wulandari Rhistien, Danita (2022) Pengaruh Promosi, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Erigo Apparel Di E-commerce Shopee. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk menguji pengaruh promosi, harga dan kualitas produk terhadap keputusan pembelian produk Erigo Apparel di E-Commerce Shopee (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya). Dalam penelitian ini sampel yang digunakan sebanyak 95 responden. Analisis data ini menggunakan teknik analisis regresi linier berganda. Pengambilan sampel dilakukan dengan metode nonprobability sampling menggunakan teknik Purposive Sampling dimana pengambilan sampel ini ditentukan berdasarkan pertimbangan tertentu. Hasil penelitian menyatakan bahwa promosi (X1), harga (X2) dan kualitas produk (X3) mempunyai pengaruh signifikan terhadap keputusan pembelian (Y) produk Erigo Apparel di E- Commerce Shopee (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya). Hasil uji t menunjukkan masing-masing variabel dengan signifikansi lebih kecil dari 0,05. Dari uji model koefisien determinasi (R2) diperoleh hasil sebesar 0,628 artinya 62,8% keputusan pembelian (Y) produk Erigo Apparel di E-Commerce Shopee dipengaruhi oleh promosi (X1), harga (X2) dan kualitas produk (X3), sisanya sebesar 37,2% dipengaruhi oleh variabel lain diluar penelitian ini. Kata Kunci : Promosi, Harga, Kualitas Produk Dan keputusan Pembelian. ABSTRACT The purpose of this study was to examine the effect of promotion, price and product quality on purchasing decisions for Erigo Apparel products at E- Commerce Shopee (Study on Students of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya). In this study, the sample used was 95 respondents. Analysis of this data using multiple linear regression analysis techniques. Sampling was carried out by non-probability sampling method using purposive sampling technique where sampling was determined based on certain considerations. The results of the study stated that promotion (X1), price (X2) and product quality (X3) had a significant influence on purchasing decisions (Y) for Erigo Apparel products at Shopee E-Commerce (Study on Students of the Faculty of Economics and Business, Wijaya Kusuma University Surabaya). The results of the t test show each variable with a significance less than 0.05. From the coefficient of determination model test (R2), the result is 0.628, meaning that 62.8% of purchasing decisions (Y) for Erigo Apparel products at Shopee E- Commerce are influenced by promotion (X1), price (X2) and product quality (X3), the remaining amount is 37.2% is influenced by other variables outside of this study Keywords: Promotion, Price, Product Quality And Purchase Decision.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Promosi, Harga, Kualitas Produk Dan keputusan Pembelian.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Danita Rhistien Wulandari
Date Deposited:	04 Apr 2022 05:18
Last Modified:	04 Apr 2022 05:18
URI:	http://erepository.uwks.ac.id/id/eprint/11300

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