Agnestania, Elsa (2025) Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Terhadap Keputusan Pembelian Produk Fashion di E-Commerce Shopee Pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Product Quality, Price Perception, and Promotion on Fashion Product Purchase Decisions on Shopee E-Commerce Among Students of Universitas 17 Agustus 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Dalam era digital yang semakin berkembang e-commerce menjadi salah satu saluran utama dalam aktivitas jual beli, terutama di kalangan mahasiswa. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, dan promosi terhadap keputusan pembelian produk fashion di e-commerce Shopee pada mahasiswa Universitas 17 Agustus 1945 Surabaya. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 80 responden yang merupakan mahasiswa S1 program studi Manjemen Universitas 17 Agustus 1945 Surabaya dipilih dengan teknik purposive sampling. Data yang di peroleh diolah menggunakan SPSS versi 26 dan pengujian dalam penelitian ini meliputi uji instrumen yaitu uji validitas dan realibilitas, uji asumsi klasik yaitu uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji analisis regresi linier berganda dan uji koefisien determinan sedangkan uji hipotesis menggunakan uji T dan uji F Hasil penelitian ini secara parsial menunjukkan bahwa persepsi harga dan promosi berpengaruh signifikan terhadap keputusan pembelian sedangkan kualitas produk secara parsial tidak berpengaruh secara signifikan. Dan secara simultan kualitas produk, persepsi harga, dan promosi berpengaruh signifikan terhadap keputusan pembelian produk fashion di e-commerce shopee pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. Kata kunci: kualitas produk, persepsi harga, promosi, keputusan pembelian, e- commerce, Shopee.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | kualitas produk, persepsi harga, promosi, keputusan pembelian, e-commerce, Shopee. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212100127 Elsa Agnestania |
| Date Deposited: | 01 Dec 2001 20:46 |
| Last Modified: | 01 Dec 2001 20:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/38570 |
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