The Influence Of Products Quality And Promotions On Purchase Decisions In Marketplace Shopee (Case Study: Students Telkom University)

Penulis

  • Clara Forendza Mendrofa Telkom University
  • Indira Rachmawati Telkom University

Abstrak

The purpose of this study was to determine whether Product Quality (X1) and Promotion (X2) had an effect on
Purchase Decisions (Y) on Telkom University Students. The phenomena in this study were explored using
quantitative methods. Researchers distributed questionnaires to Telkom University students with a total of 395
respondents. Data analysis used descriptive analysis techniques, classical assumption test, and multiple
regression analysis to answer the proposed hypothesis. The results showed that partially Product Quality (X1)
and Promotion (X2) variables had a significant effect on purchasing decision making (Y) for Telkom University
students in the Shopee Marketplace. The three variables of Product Quality (X1) and Promotion (X2) also have a
significant simultaneous effect on the Purchase Decision (Y) of Telkom University students in the Shopee
Marketplace.
Keywords-products quality, promotion, and purchase decision

Referensi

Kotler, Philip and Kevin Lane Keller, (2016): Marketing Management, 15th Edition New Jersey: Pearson

Pretice Hall, Inc

Kotler dan Keller. 2016. Marketing Management Edisi 14 Global Edition Pearson Prentice Hall

Kotler, P dan Amstrong. 2017. Prinsip-Prinsip Pemasaran Jilid I. Jakarta: Erlangga

Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta

Swasta, Basu & Hani Handoko. 2000. Manajemen Pemasaran Analisa Perilaku Konsumen. Yogyakarta:

BPFE.

Tjiptono, Fandy.. 2007. Strategi Pemasaran Edisi Ketiga. Yogyakarta: Andi Offset

Dharmesta. 2008. Manjemen Pemasaran Modern. Edisi Kedua. Liberty, Yogyakarta

https://apps.apple.com/id/app/shopee, accessed 11 July 2021

##submission.downloads##

Diterbitkan

2023-06-26

Terbitan

Vol 10 No 3 (2023): Juni 2023

Bagian

Program Studi S1 International ICT Business