PENGARUH HARGA, PROMOSI, REVIEW PELANGGAN, KUALITAS PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE DI KABUPATEN JEMBER

NUR, HASANAH (2025) PENGARUH HARGA, PROMOSI, REVIEW PELANGGAN, KUALITAS PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE DI KABUPATEN JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

[img] Text
27 B. SKRIPSI_NUR HASANAH_removed.pdf
Restricted to Registered users only
Download (985kB) | Request a copy

Abstract

ABSTRACT This research aims to determine the influence of “The Influence of Price, Promotion, Customer Reviews, Product Quality, and Brand Image on Shopee Marketplace Purchasing Decisions in Jember Regency. Research data was obtained through distributing questionnaires to research objects using a sampling technique using purposive sampling. This type of research uses quantitative methods. The sample for this research was 60 respondents. The data analysis used is Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Coefficient of Determination, T Test and F Test Using the data processing program, namely SPSS version 20. The results in this research from the results of the t test (Partial) show that the Price Variable (X1) partially influences purchasing decisions (Y). The Promotion Variable (X2) partially has no effect on purchasing decisions (Y). The Customer Review variable (X3) partially has no effect on purchasing decisions (Y). The Product Quality Variable (X4) partially has no effect on purchasing decisions (Y), the Brand Image Variable (X4) partially has no effect on purchasing decisions (Y). from the results of the F Test (Simultaneous) All independent variables namely Price, Promotion, Customer Reviews, Product Quality and Brand Image simultaneously influence purchasing decisions (Y). Keywords: Price, Promotion, Customer Review, Product Quality, and Brand Image. purchasing decision

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: MANAJEMEN-S1
Depositing User: KARIM BUDIONO
Date Deposited: 17 Apr 2026 09:25
Last Modified: 17 Apr 2026 09:25
URI: http://repo.itsm.ac.id/id/eprint/1743

Actions (login required)

View Item View Item