Tasqia, Firmandi (2023) Pengaruh Persepsi Harga, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian pada Shopee di Kalangan Anak Muda (Studi Kasus : Pengguna Aplikasi / Konsumen Shopee pada Anak Muda di Kecamatan Driyorejo). (The Influence of Price Perception, Product Quality, and Promotion on Purchase Decisions on Shopee among Young People (Case Study: Shopee Application Users / Consumers on Young People in Driyorejo District)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to determine the influence of price perceptions, product quality and promotions on the purchasing decisions of young people who use the Shopee e-commerce platform. The main objective is to test how significantly these factors influence purchasing preferences in the context of Shopee, one of the large e-commerce platforms in Indonesia. This research metodology uses a quantitative approach by collecting data using surveys distributed to active Shopee user respondents aged between 15 and 30 years. Statistical analysis techniques, such as regression analysis, are used to test hypotheses and evaluate the importance of the influence of each independent variable on purchasing decisions. This research shows that young people's perceptions of price, product quality and promotions have a significant influence on their purchasing decisions at Shopee. The implications of these findings lead to a deeper understanding of the main factors that influence consumer decisions when shopping online on these platforms. This information can be used by Shopee administrators and other e-commerce companies to develop more effective marketing strategies to attract and retain young consumers. Therefore, this research not only provides valuable insights for scholars to enrich the literature on consumer behavior in the digital era, but also helps stakeholders in the e-commerce industry to adapt more easily and suit their needs.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Price Perception, Product Quality, Promotion, Purchase Decision, Shopee, Young People, E-commerce. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000076 Firmandi Tasqia |
| Date Deposited: | 23 Jul 2024 07:11 |
| Last Modified: | 23 Jul 2024 07:11 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/29651 |
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