Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Fashion Erigo Di Marketplace Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Kadiri)

Pratama, Arditya Aji (2024) Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Fashion Erigo Di Marketplace Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Kadiri). Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to determine the partial or simultaneous influence of Product Quality and Product Price on the Purchase Decision of Erigo Fashion Products on the Shopee Marketplace in students of the Faculty of Economics, Kadiri University, as well as to analyze the dominant variables in influencing the Purchase Decision of Erigo Fashion Products on the Marketplace Shopee to Students of the Faculty of Economics, Kadiri University. This type of research uses a quantitative approach with a sample of 92 respondents who are selected using nonprobability sampling techniques with the purposive sampling method. Data were collected through an online questionnaire and analyzed using multiple linear regression with the help of SPSS 25. The results of the study show that partially, Product Quality (X1) and Product Price (X2) have a positive and significant effect on the Purchase Decision of Erigo Fashion Products on the Shopee Marketplace in Students of the Faculty of Economics, Kadiri University. Simultaneously, these two variables also have a positive and significant effect on the Purchase Decision of Erigo Fashion Products on the Shopee Marketplace for Students of the Faculty of Economics, Kadiri University. Of these two variables, Product Price (X2) was found to be more dominant in influencing Erigo Fashion Product Purchase Decisions compared to Product Quality. Keywords: Product Quality, Product Price, Purchasing Decision

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Prodi Manajemen S1
Depositing User: NR Nurul Huda
Date Deposited: 23 May 2025 03:30
Last Modified: 23 May 2025 03:30
URI: http://repository.unik-kediri.ac.id/id/eprint/773

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