PENGARUH HARGA, KEPERCAYAAN KONSUMEN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI SHOPEE (Studi Kasus Pada Konsumen Di Kabupaten Klaten)

NOVARIFAH, HANAFI ALFINA and AL AMIN, NUR HIDAYAH (2022) PENGARUH HARGA, KEPERCAYAAN KONSUMEN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI SHOPEE (Studi Kasus Pada Konsumen Di Kabupaten Klaten). Skripsi thesis, FEBI/MBS.

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Abstract

ABSTRACT The purpose of this study was to determine the price drivers, consumer confidence and product quality on purchasing decisions through shopee (a case study on consumers in Klaten district) . The tennis research used was quantitative research using primary data. The sample used in this study was 100 respondens who live in klaten regency area and have made online purchases through shopee. The sampling technique used is purposive sampling. The data collection method uses a questionnaire measured using a likert scale. Data analysis technique uses IBM SPSS statute verst 220 software. The results showed that price, consumer confidence, and product quality simultaneously had a significant effect on purchasing decisions through Shopee. Meanwhile, partially price had no significant effect on purchasing decisions, consumer confidence had no significant effect on purchasing decisions, and product quality had a significant effect on purchasing decisions. Keywords : Price, Consumer Confidence, Product Quality, Purchase Decision

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