Influence of Product Quality, Price and Promotion on Purchase Decision on Lazada Applications (Case Study on University Students August 17, 1945 Surabaya)

Umbu Parawang, Anjas (2022) Influence of Product Quality, Price and Promotion on Purchase Decision on Lazada Applications (Case Study on University Students August 17, 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The purpose of this study was to determine: (1) the effect of product quality on purchasing decisions on the Lazada application to students at the University of 17 August 1945 Surabaya, (2) the effect of price on purchasing decisions in the Lazada application to students at the 17 August 1945 University Surabaya, (3) the effect of promotion of purchasing decisions on the Lazada application for students at the University of 17 August 1945 in Surabaya, (4) The effect of product quality, price and promotion on purchasing decisions on the Lazada application for students of the 17 August 1945 University in Surabaya. This research is a survey research, the population in this study are all consumers or users of the Lazada application who have made purchases at Lazada. Sampling using purposive sampling with a total sample of 100 people. Collecting data using a questionnaire that has been tested for validity and reliability. Analysis of the data used is multiple regression. The results of this study prove that: (1) Product quality has no partial effect on purchasing decisions on the Lazada application, this is evidenced by the t-count value of 1.204 and the significance value of 0.231. (2) Price has a partial effect on purchasing decisions on the Lazada application, this is evidenced by the t-count value of 1.319 and a significance value of 0.019. (3) Promotions have a partial effect on purchasing decisions on the Lazada application, this is evidenced by the t-count value of 2.643 and a significance value of 0.010. Based on the results of the statistical calculation of the simultaneous test, it can be concluded that product quality, price and promotion have a simultaneous effect on purchasing decisions on the Lazada application, this is proven by the calculated F value of 18.327 and the significance value of 0.000 and the coefficient of determination of 0.344. which means that purchasing decisions can be explained by the variables of product quality, price and promotion of 34.4% while the rest is explained by other variables not included in this study. Keywords: Product Quality, Price, Promotion, Purchase Decision

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