Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Online Shop Lazada pada Mahasiswa Fakultas Ekonomi Universitas Islam Malang Angkatan 2018

Abstract

Abstract

 

The aims and objectives of the research reveal the fact that there is an influence between price and product quality on purchasing decisions. Looking for facts between price and product quality, researchers used quantitative research methods with case studies of economics students class of 2018 at the Islamic University of Malang. Researchers used a purpose sampling technique, namely taking samples from 83 students from the class of 2018. The hypothesis was tested by data analysis in the form of multiple linear analysis. Then the researcher also looked for the coefficient of determination to find out how much the independent variable influences the dependent variable. The results of this research consider 2 independent factors at the same time, price and product quality influence a purchasing decision with this research amounting to 0.706, meaning purchasing decisions through this research are influenced by price and product quality variables by 70.6%, and the rest is influenced by other factors not examined in this study, namely 100% - 70.6% = 29.4%.

 

Keywords : Price; Product Quality; Buying Decision; Online Shop