ANALISIS PRICE, BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK ERSPO PADA APLIKASI SHOPEE

MUHAMMAD ADITYA RAMADHANI, . (2025) ANALISIS PRICE, BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK ERSPO PADA APLIKASI SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini untuk menganalisis variabel price, brand image, product quality terhadap purchase decision produk Erspo pada Aplikasi Shopee. Penelitian ini menggunakan desain penelitian kuantitatif dengan pendekatan survei Populasi dalam penelitian ini adalah Penduduk DKI Jakarta yang menggunakan Aplikasi Shopee yang pernah melakukan pembelian produk Erspo. Analisis data pada penelitian kuantitatif ini dimulai dengan menyusun deskripsi data, proses penyajian data dari setiap variabel yang menjadi objek penelitian serta melakukan perhitungan dan kalkulasi yang digunakan untuk menjawab rumusan masalah dan sekaligus menguji hipotesis yang telah dituliskan. Dalam penelitian ini, peneliti menggunakan teknik analisis data dengan SPSS untuk mengolah data primer yang dikumpulkan, penulis menggunakan teknik analisis data melalui uji statistik. Hasil penelitian didaptkan bahwa secara simultan, variabel independen (Price, Brand image, Product quality) memiliki pengaruh yang signifikan terhadap variabel dependen (Purchase decision). Dengan demikian, nilai signifikansi ≤ 0.05 mengindikasikan bahwa model regresi yang digunakan valid dan dapat menjelaskan pengaruh variabel independen terhadap variabel dependen secara signifikan. Hal ini menunjukkan bahwa faktor Price, Brand image, Product quality secara bersama-sama memberikan kontribusi yang berarti dalam mempengaruhi Purchase decision H4 diterima. Katakunci: Price; Brand Image; Product Quality; Purchase Decision; Erspo *****This research is to analyze the variables price, brand image, product quality towards purchase decision of Erspo products on Shopee Application. The study uses a quantitative research design with a survey approach. The population in this study is DKI Jakarta Residents using the Shopee Application who have ever made a purchase of Erspo products. Data analysis on this quantitative research started with composing the description of the data, the process of presenting the data of each variable that is the object of the study as well as performing the calculations and calculations used to answer the formulation of the problem and also testing the hypotheses that have been written. In this study, the researchers used data analysis techniques with SPSS to process the collected primary data, the authors used data analysis techniques through statistical tests. The results of the study found that simultaneously, the independent variables (Price, Brand image, Product quality) have a significant influence on the dependent variable (Purchase decision). Thus, a significance value of ≤ 0.05 indicated that the regression model used was valid and could explain the influence of the independent variables on the dependent variables significantly. This shows that the factors Price, Brand image, Product quality jointly make a meaningful contribution in influencing Purchase decision H4 is accepted. Keyword: Prices; Brand Image; Product Quality; Purchase Decision; Erspo

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P,. ST, M.M ; 2). Shandy Aditya, BIB,MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Muhammad Aditya Ramadani .
Date Deposited:	05 Aug 2025 03:30
Last Modified:	05 Aug 2025 03:30
URI:	http://repository.unj.ac.id/id/eprint/57882

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