CEICILLIA, BUDIANTO (2023) ANALISIS PENGARUH HARGA, PROMOSI, KUALITAS LAYANAN, CITRA MEREK DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT This study aims to determine and analyze the effect of price, promotion, service quality, brand image, and product reviews on purchasing decisions in ecommerce 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 ecommerce, 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. Keywords: Price, Promotion, Quality of Service, Brand Image, Product Reviews, Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:21
Last Modified:	10 Feb 2025 05:21
URI:	http://repo.itsm.ac.id/id/eprint/943

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