Influence of Product Quality, Price and Promotion on Purchase Decisions on the Marketplace Shopee

Abstract

This study aims to determine and provide empirical evidence about the effect of product quality, price and promotion on purchasing decisions on the Shopee marketplace. This study uses a quantitative approach with research based on its objective in the form of associative research. Associative research is a type of research that aims to analyze the relationship between one variable and another. This relationship can be in the form of an ordinary relationship (correlation) or a causal relationship (cause and effect). Based on the results of the statistical calculation of partial and simultaneous tests if product quality, price, and promotion affect purchasing decisions on the Shopee marketplace.