Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian pada Online Shop Shopee (Studi Kasus Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Malang Angkatan 2016-2018)

Abstract

AbstractThis research was conducted to determine the Effect of Product Quality, Price and Promotion on Purchasing Decisions on Shopee Online Shop. This research was conducted at the Faculty of Economics and Business, Islamic University of Malang, located at Jl. MT. Haryono No.193 Malang. This type of research data in the form of quantitative data, i.e. the data can be obtained through interviews, observations, discussions or observations (surveys). This research is a study conducted (exploratory research), and the source of the data used is primary data by spreading kusieoner linking to students in the Faculty of Economics and Business, Islamic University of Malang. The sample calculation in this study uses the maholtra formula which produces 110 respondents. The results of this study are the variables of Product Quality, Price and Promotion influence simultaneously or partially on Purchasing Decisions. Keywords: product quality, price, promotion and purchasing decision