The Influence of Product Quality and Price on Purchasing Decisions for Fashion Products for Users of the Shopee Marketplace in the Community of Sukagalih Village RT 05 Bandung City

Neng Tika; Doni Dirgantara Asikin

doi:10.55927/ijsmr.v2i6.9958

Authors

Neng Tika PASIM National University, Bandung
Doni Dirgantara Asikin PASIM National University, Bandung

DOI:

https://doi.org/10.55927/ijsmr.v2i6.9958

Keywords:

Product Quality, Price,Purchase Desicion

Abstract

The purpose of this study was to determine how much influence product quality and price have on purchasing decisions for fashion products on the shopee marketplace in the Sukagalih RT 05 village community. This research method uses associative and descriptive methods. the sample size of this study was 146 respondents where the unit of analysis in this research was shopee marketplace users who had bought fashion products. The analysis technique used is multiple linear regression analysis, besides that, the t-test and F test were also carried out. Based on the results of the study, it shows that product quality partially has a significant effect on purchasing decisions by 35%, while price has an effect of 54% and simultaneously has a significant effect on purchasing decisions for fashion products on the shopee marketplace in the Sukagalih RT 05 village community by 89%. The implication of this research is that there is a need for improvement in the quality of the products offered by the seller and the need for price adjustments to match the actual value of the product. Sellers need to ensure that the price offered reflects the quality and features of the product provided

Downloads

Download data is not yet available.

References

Ahdiat Adi. (2023, October 11). Pengunjung Shopee Makin Banyak, Bagaimana E-Commerce Lain? Databoks. Https://Databoks.Katadata.Co.Id/Datapublish/2023/10/11/Pengunjung-Shopee-Makin-Banyak-Bagaimana-E-Commerce-Lain

Astuti Miguna, & Matondang Nurhafifah. (2020). Manajemen Pemasaran Umkm Dan Digital Sosial Media (Meutia, Maya, Henny, & Rizka, Eds.; Cetakan Pertama). Deepublish.

Azmi Nurul Fitri, & Sudaryana Arif. (2021). Pengaruh Kemudahan Penggunaan, Kualitas Informasi, E-Service Quality, Online Consumer Reviews, Dan Online Trust Terhadap Keputusan Pembelian Online Melalui Shopee. Jurnal Akmenika, 18 No 2.

Baroroh, B. A., & Sutanto, J. E. (2021). The Effect Of Service Quality, Price, And Brand Image On Purchasing Desicions Of Moslem Wedding Equipment Service. International Journal Of Review Management Business And Entrepreneurship (Rmbe), 1(1), 41–49. Https://Doi.Org/10.37715/Rmbe.V1i1.1948

Daon. (2019, February 28). Kemkominfo: Pertumbuhan E-Commerce Indonesia Capai 78 Persen. Kominfo. Https://Www.Kominfo.Go.Id/Content/Detail/16770/Kemkominfo-Pertumbuhan-E-Commerce-Indonesiacapai-78-Persen/0/Sorotan_Media

Faisal Akbar, M. (2019). The Influence Of Product Quality And Price On Purchasing Decisions At Mitraindo South Tangerang Online Shop. Jurnal Pemikiran Ilmiah Dan Pendidikan Administrasi Perkantoran. Http://Ojs.Unm.Ac.Id/Index.Php/Administrare/Index

Firmansyah Anang M. (2018). Perilaku Konsumen (Sikap Dan Pemasaran) (Pertama). Deepublish.

Ghozali, & Imam. (2018). Aplikasi Analisis Multivariate Dengan Program Ibm Spss 25. Universitas Diponegoro.

Harjadi Didik, & Arraniri Iqbal. (2021). Experiental Marketing & Kualitas Produk Dalam Kepuasan Pelanggan Generasi Milenial (Pertama). Penerbit Insania.

Indrasari Meithiana. (2019). Pemasaran Dan Kepuasan Pelanggan. Unitomo Press.

Kotler, P., & Armstrong, G. (2018). Principles Of Marketing (Albelli Linda, Ed.; 17th Ed.). Pearson Education. .

Mindari, E., Tinggi, S., Ekonomi, I., & Sekayu, R. (2022). Pengaruh Kualitas Produk, Persepsi Dan Harga Terhadap Keputusan Pembelian Pada Service Point Oriflame 1774 Sekayu Effect Of Product Quality, Perception And Price On Purchase Decision At Service Point Oriflame 1774 Sekayu. Jurnal Ekonomika, 13(1).

Moh Aep Nurjamad, & Eriyani. (2023). The Influence Of Celebrity Endorser And Product Quality On Purchasing Decisions For Scarlett Products (Case Study Of Scarlett Product Customers In Cimahi City). International Journal Of Integrative Sciences, 2(7), 1119–1140. Https://Doi.Org/10.55927/Ijis.V2i7.5211

Natasya Fadilla Rahmatunnisa, & Ayi Muhiban. (2023). Influence Of Product Quality And Price On Purchase Decision (Case Study On Consumers In Bumi Rempah Padalarang UMKM, West Bandung District). International Journal Of Integrative Sciences, 2(5), 655–680. Https://Doi.Org/10.55927/Ijis.V2i5.4224

Setyowati Desy. (2023, March 29). "Daftar Produk Terlaris Di Shopee, Tokopedia, Blibli Hingga Lazada. Katadata.Co.Id. Https://Katadata.Co.Id/Desysetyowati/Digital/6423b0483404e/Daftar-Produk-Terlaris-Di-Shopee-Tokopedia-Blibli-Hingga-Lazada

Shahrial Putra, D., Wicaksono, T., & Kalimantan Muhammad Arsyad Al Banjari Banjarmasin, I. (2022). The Effect Of Product Quality, Price On Purchasing Decisions On The Marketplace. Management, Business And Social Science (Ijembis) Peer-Reviewed-International Journal, 2(3), 365–371.

Https://Cvodis.Com/Ijembis/Index.Php/Ijembishttps://Cvodis.Com/Ijembis/Index.Php/Ijembis/Article/View/74

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (Sutopo, Ed.; 2nd Ed.). Alfabeta.

Susilawati, E., Prastiwi, E. H., & Kartika, Y. (2022). Pengaruh Persepsi Harga, Diskon, Dan Customer Experience Terhadap Loyalitas Pelanggan Produk Fashion Shopee. Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 5 No 1. Http://Jurnal.Stiekma.Ac.Id/Index.Php/Jamin