ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI SHOPEE LIVE PADA MAHASISWA MANAJEMEN STIE CENDEKIA BOJONEGORO

Sri Muntamah

Abstract


This study aims to analyze the influence of product quality and price on purchasing decisions through the Shopee Live feature among Management students at STIE Cendekia Bojonegoro. In the current digital era, e-commerce has become one of the primary shopping channels, with Shopee Live serving as an innovative platform for direct interaction between sellers and buyers. The research employed a quantitative method, collecting data through a questionnaire distributed to 200 respondents. The regression analysis results revealed that both product quality and price significantly influence purchasing decisions, with product quality having a more substantial impact. These findings suggest that students prioritize product quality when shopping online, although price remains an essential consideration. This research offers practical implications for stakeholders, especially entrepreneurs marketing products through digital platforms. To enhance product attractiveness, it is crucial for entrepreneurs to ensure high product quality while setting competitive prices. Additionally, future research is recommended to explore other variables that may affect purchasing decisions, such as promotions and customer service.

Keywords : e-commerce, price, product quality, purchasing decisions


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References


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