Pengaruh Harga, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Produk Somethinc di Shopee

Abstract

This research aims to determine and analyze The Influence of Price, Brand Image, and Product Quality on the Purchasing Decision for Somethinc Products on Shopee. This study is an associative type of research, and the data used is quantitative. The population in this study consists of consumers who have purchased Somethinc products at least once on the e-commerce platform Shopee. The sample for this study comprises 170 individuals selected using a purposive sampling technique. The data collection method used in this research is a questionnaire. The analytical methods employed are descriptive analysis and multiple linear regression analysis using SPSS 25 software. The research findings indicate that simultaneously, Price, Brand Image, and Product Quality have a positive and significant influence on Purchasing Decisions. Partially, Price has a positive and significant influence on the Purchasing Decision for Somethinc products on Shopee. Brand Image has a positive and significant influence on the Purchasing Decision for Somethinc products on Shopee. Product Quality has a positive and significant influence on the Purchasing Decision for Somethinc products on Shopee.