ANALISIS PENGARUH HARGA, PROMOSI, KUALITAS LAYANAN, CITRA MEREK DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE

  • Ceicillia Budianto Institut Teknologi dan Sains Mandala
  • Tamriatin Hidayah Institut Teknologi dan Sains Mandala
  • Bagus Qomaruzzaman Ratu Edi Institut Teknologi dan Sains Mandala
DOI: https://doi.org/10.31967/prodimanajemen.v4i1.910
Keywords: Purchase Decision, Marketing, Quality of Service, Brand Image, and Product Reviews

Abstract

This study aims to determine and analyze the effect of price, promotion, service quality, brand image, and product reviews on purchasing decisions in e-commerce Shopee. The research method used is quantitative method with descriptive research type. The samples taken in this study were 60 respondents. The sampling technique used was purposive sampling and the data analysis technique used was multiple linear regression analysis. Data collection method using a questionnaire. The results of this study indicate that service quality, brand image, and product reviews have a significant effect on purchasing decisions at Shopee e-commerce, while prices and promotions have no significant effect on purchasing decisions on Shopee e-commerce, and simultaneously (simultaneously) has a significant effect on purchasing decisions in e-commerce Shopee.

Published
2023-08-31
How to Cite
Budianto, C., Hidayah, T., & Qomaruzzaman Ratu Edi , B. (2023). ANALISIS PENGARUH HARGA, PROMOSI, KUALITAS LAYANAN, CITRA MEREK DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE. JMBI : Jurnal Manajemen Bisnis Dan Informatika, 4(1), 66-80. https://doi.org/10.31967/prodimanajemen.v4i1.910
Issue
Vol 4 No 1 (2023)
Section
Articles