PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI MARKETPLACE SHOPEE

SAPUTRI, ADELIA DHYLAH (2024) PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI MARKETPLACE SHOPEE. Other thesis, Institut Agama Islam Negeri Palopo.

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Abstract

ABSTRAK
Dhylah Adelia Saputri, 2023. “Pengaruh Harga, Kualitas Produk, dan Promosi
terhadap Keputusan Pembelian Produk di Marketplace Shopee”.
Skripsi Program Studi Manajemen Bisnis Syariah Institut Agama
Islam Negeri Palopo. Dibimbing oleh Mursyid, S.Pd., M.M.
Skripsi yang berjudul “Pengaruh Harga, Kualitas Produk dan Promosi
Terhadap Keputusan Pembelian Produk Di Marketplace Shopee” merupakan hasil
penelitian kuantitatif yang bertujuan untuk menjawab pertanyaan tentang pengaruh
harga, kualitas produk dan promosi terhadap keputusan pembelian produk di
marketplace shopee khususnya bagi masyarakat di kecamatan Masamba.
Metode yang digunakan dalam penelitian ini adalah menggunakan metode
penelitian kuantitatif. Pengambilan sampel yang digunakan dalam penelitian ini
adalah menggunakan teknik probability sampling dan jenis pengambilan sampel
menggunakan simple random sampling. Jumlah sampel yang diteliti sebanyak 100
responden. Metode analisis yang digunakan yaitu uji validitas, uji reliabilitas, uji
asumsi klasik, analisis linear berganda dan uji hipotesis.
Hasil dari penelitian ini menunjukkan bahwa variabel Harga (X1)
berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) produk di
marketplace shopee, variabel Kualitas Produk (X2) berpengaruh positif dan
signifikan terhadap Keputusan Pembelian (Y) produk di marketplace shopee, dan
variabel Promosi (X3) berpengaruh positif dan signifikan terhadap Keputusan
Pembelian (Y) produk di marketplace shopee. Harga (X1), Kualitas Produk (X2)
dan Promosi (X3) berpengaruh signifikan secara simultan terhadap Keputusan
Pembelian (Y) produk di marketplace shopee. Adapun kemampuan Harga (X1),
Kualitas Produk (X2) dan Promosi (X3) dalam menjelaskan Keputusan Pembelian
(Y) Produk di Marketplace Shopee yaitu sebesar 95,7% dan sisanya 4,3%
dijelaskan oleh variabel lain yang tidak dimasukkan dalam penelitian.

Kata Kunci: Harga, Kualitas Produk, Promosi, Keputusan Pembelian
xxvi
ABSTRACT
Dhylah Adelia Saputri, 2023. “The Effect Of Price, Product Quality And
Promotion On Purchase Decisions In Marketplace Shopee”. Thesis
for the Sharia Business Management Study Program, Palopo State
Islamic Institue. Supervised by Mursyid, S.Pd., M.M.
The thesis entitled “The Influence of Price, Product Quality and Promotion
on Product Purchase Decisions in the Shopee Marketplace” is the result of
quantitative research which aims to answer questions regarding the influence of
Price, Product Quality and Promotion on Product Purchase Decisions in the Shopee
Marketplace especially for people in Masamba sub-district.
The research method used in this research is to use quantitative research
methods. Sampling used in this study is to use the Probability Sampling method and
the type of using Simple Random Sampling. The number of samples studied was
100 respondents. The analytical method used is the validity test, reliability test,
classic assumption test, multiple linear analysis and hypothesis testing.
The research results show that the Price variable (X1) has a positive and
significant influence on the Purchase Drcision (Y) of products in the shopee
marketplace, the Product Quality variable (X2) has a positive and significant
influence on the Purchase Decision (Y) of product in the shopee marketplace and
the Promotion variable (X3) has a positive and significant effect on Puchase
Decision (Y) for products on the shopee marketplace. Price (X1), Product Quality
(X2) and Promotion (X3) simultaneously have a significant influence on the
Purchase Decision (Y) of products in the shopee marketplace. The ability of Price
(X1), Product Quality (X2) and Promotion (X3) to explain product Purchasting
Decisions on the Shopee Marketplace is 95,7% and the remaining 4,3% is explained
by other variables not included in the research.
Keywords: Price, Product Quality, Purchase Decision

Item Type:	Thesis (Other)
Subjects:	600 Teknologi, Ilmu Terapan > 658.81 Manajemen Pemasaran
Divisions:	Fakultas Ekonomi Bisnis Islam > Program Studi S-1 Manajemen Bisnis Syariah
Depositing User:	S.E Irwansyah Muchtar
Date Deposited:	02 May 2024 07:15
Last Modified:	02 May 2024 07:15
URI:	http://repository.iainpalopo.ac.id/id/eprint/8738

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