PENGARUH PROMOSI PENJUALAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (Studi pada Warga yang beraktivitas di Jakarta Selatan)

Muhammad Reza Bobbybonero, . (2024) PENGARUH PROMOSI PENJUALAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (Studi pada Warga yang beraktivitas di Jakarta Selatan). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study aimed at analyzing the influence of sales promotion, product quality, and price on purchase decisions in e commerce platforms, focusing on residents active in South Jakarta. The study involved 100 respondents selected through purposive sampling. Data were collected using structured questionnaires and analyzed using descriptive and inferential statistics. The hypothesis testing yielded the following results: (1) sales promotion has a significant and positive influence on purchase decisions, (2) product quality has a significant and positive influence on purchase decisions, and (3) price has a significant and positive influence on purchase decisions. Additionally, the three variables interact to shape consumer purchase behavior. This study contributes to the development of effective marketing strategies for e-commerce companies by emphasizing the importance of optimized promotions, product quality management, and competitive pricing strategies to enhance customer satisfaction and loyalty.

Item Type: Thesis (Skripsi)
Additional Information: No. Panggil: 2110111196 Pembimbing: Lina Aryani Penguji 1: Alfatih Sikki Manggabarini Penguji 2: Anastasia Bernadin Dwi Mardiatmi
Uncontrolled Keywords: Sales Promotion, Product Quality, Price, Purchase Decisions, E- Commerce
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MUHAMMAD REZA BOBBYBONERO
Date Deposited: 19 Feb 2025 03:37
Last Modified: 19 Feb 2025 03:37
URI: http://repository.upnvj.ac.id/id/eprint/34659

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