Fadli Naufal Wicaksono, . (2023) ANALISIS KEPUTUSAN PEMBELIAN PRODUK ONLINE SHOP SHOPEE PADA MAHASISWA S1 MANAJEMEN UPNVJ. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In the era of digital transformation, consumer behavior has undergone significant evolution, influenced by the presence of online shopping platforms that undoubtedly impact purchasing decisions. This research is a quantitative study aimed at analyzing purchasing decisions on Shopee among undergraduate students in the Management program at UPNVJ. The study utilizes a sample of 100 undergraduate students in Management at UPNVJ, selected through purposive sampling. Regression analysis techniques, assisted by SPSS software, are employed for data analysis. The results of the study indicate (1) a positive and significant influence of price on purchasing decisions, with a coefficient value of 0.331 (2) a positive and significant influence of product quality on purchasing decisions, with a coefficient value of 0.518 (3) no significant influence of purchase interest on purchasing decisions (4) price, product quality, and purchase interest collectively have a positive and significant impact on purchasing decisions, with a determination coefficient value 0.957 and the rest is caused by other variables not examined in this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111139] [Pembimbing: Heni Nastiti] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | purchasing decisions, price, product quality, purchase interest |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HG Finance H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Fadli Naufal Wicaksono |
| Date Deposited: | 20 Mar 2024 15:34 |
| Last Modified: | 20 Mar 2024 15:34 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28241 |
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