THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND DIGITAL PROMOTION ON PURCHASE DECISIONS FOR EZVIZ CCTV PRODUCTS ON SHOPEE

Inayah Rahayu, Heny Sidanti

Abstract


This study aims to examine the influence of price, product quality, and digital promotion on purchase decisions for EZVIZ CCTV products through the Shopee marketplace among residents of Madiun City. The study employed a quantitative approach using a survey method. The sample consisted of 385 respondents selected through purposive sampling, with the criteria that respondents were Madiun City residents aged at least 18 years and had purchased EZVIZ CCTV products through Shopee. Data were collected using a four-point Likert-scale questionnaire and analyzed using SPSS version 25 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results show that price does not have a significant effect on purchase decisions. Product quality and digital promotion has a positive and significant effect on purchase decisions. Simultaneously, price, product quality, and digital promotion have a positive and significant effect on purchase decisions. The R Square value of 0.127 indicates that the three independent variables explain 12.7% of the variation in purchase decisions, while the remaining 87.3% is explained by other factors outside the research model.

Keywords: Price, Product Quality, Digital Promotion, Purchase Decision

 


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