PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (Studi Kasus Pada Mahasiswa Jurusan Administrasi Bisnis, Program Studi Diploma III Administrasi Bisnis, Politeknik Negeri Sriwijaya)

SAGALA, MARTIN CRISTOVER (2023) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (Studi Kasus Pada Mahasiswa Jurusan Administrasi Bisnis, Program Studi Diploma III Administrasi Bisnis, Politeknik Negeri Sriwijaya). Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Laporan Akhir ini bertujuan untuk mengatahui pengaruh kualitas produk dan harga terhadap keputusan pembelian di marketplace Shopee pada mahasiswa DII Administrasi Bisnis, Politeknik Negeri Sriwijaya. Metodologi penelitian yang digunakan adalah penelitian kuantitatif dengan jumlah responden sebanyak 147 orang. Teknik pengumpulan data menggunakan kuesioner yang diolah menggunakan program SPSS versi 26 for windows. Analisis data menggunakan Uji Validitas, Uji Reliabilitas, Uji Parsial (uji t), Uji Simultan (uji f), Koefisien Determinasi dan analisis Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh secara positif dan signifikan terhadap keputusan pembelian, hal ini dibuktikan dengan dengan besarnya nilai thitung yaitu sebesar 4,837 > ttabel sebesar 1,655. Harga juga berpengaruh secara parsial terhadap keputusan pembelian pada marketplace Shopee, hal tersebut dibuktikan dengan nilai thitung sebesar 6,177 > ttabel 1,655.. Sedangkan, berdasarkan hasil perhitungan statistik uji simultan, maka dapat disimpulkan bahwa kualitas produk dan harga berpengaruh secara simultan terhadap keputusan pembelian pada marketplace Shopee, hal tersebut dibuktikan dengan nilai Fhitung > Ftabel yaiutu sebesar 80,742 > 3,06. Serta koefisien determinasi yakni 0,529 yang berarti bahwa keputusan pembelian dapat dijelaskan oleh variabel kualitas produk, dan sebesar 52,9%.

Item Type: Thesis (Other)
Uncontrolled Keywords: Kualitas produk, Harga,Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Mr Bambang Anthony
Date Deposited: 12 Feb 2024 08:21
Last Modified: 12 Feb 2024 08:21
URI: http://eprints.polsri.ac.id/id/eprint/14425

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