YOSUA, JULIASDU HUTAURUK (2025) ANALISIS PENGARUH HARGA, PROMOSI, KUALITAS LAYANAN, CITRA MEREK, DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN DI E-COMMERCE TOKOPEDIA INDONESIA. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This study aims to determine and analyze the influence of price, promotion, service quality, brand image, and product reviews on purchasing decisions in Tokopedia e commerce. The research method used is a quantitative method with a descriptive research type. The sample taken in this study was 66 respondents. The sampling technique used was purposive sampling and the data analysis technique used was multiple linear regression analysis. The data collection method used a questionnaire. The results of this study indicate that service quality and product reviews have a significant influence on purchasing decisions in Tokopedia ecommerce, while price, promotion, and brand image do not have a significant influence on purchasing decisions in Tokopedia e-commerce, and together (simultaneously) have a significant influence on purchasing decisions in Tokopedia e-commerce. Keywords: Price, Promotion, Quality of Service, Brand Image, Product Reviews, Purchase Decision
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | Perpustakaan Mandala |
| Date Deposited: | 22 Apr 2026 03:16 |
| Last Modified: | 22 Apr 2026 03:16 |
| URI: | http://repo.itsm.ac.id/id/eprint/1819 |
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