Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Konsumen Pengguna Lazada

Rassya, Haiqal Irfan and , Dr. Edy Purwo Saputro, S.E., M.Si (2023) Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Konsumen Pengguna Lazada. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of product quality, price, and promotions on the purchasing decisions of consumers using Lazada. This research is a type of associative research. The method used in this research is quantitative method. The population and sample in this study were Economics and Business students at Muhammadiyah University of Surakarta who had fulfilled the requirements and the number of respondents as the sample in this study were 100 people. Source of data used in this research is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis used SPSS version 17. The results of the analysis in this study showed that product quality had a positive and significant effect on purchasing decisions, price had a negative and insignificant effect on purchasing decisions while promotion had a positive and significant effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Price, Promotion, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HAIQAL IRFAN RASSYA
Date Deposited:	13 Feb 2023 05:02
Last Modified:	13 Feb 2023 05:02
URI:	http://eprints.ums.ac.id/id/eprint/108758

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