INFLUENCE OF PRODUCT QUALITY AND PRICE REGARDING THE DECISION TO PURCHASE ERIGO FASHION PRODUCTS IN THE SHOPEE MARKETPLACE

(Case Study of Students at the Faculty of Economics, Kadiri University)

Abstrak

This study aims to determine the partial and simultaneous influence of Product Quality and Product Price on the Purchase Decision of Erigo Fashion Products on the Shopee Marketplace on Students of the Faculty of Economics, Kadiri University, and to analyze the influence of dominant variables on the Purchase Decision of Erigo Fashion Products on the Shopee Marketplace on Students of the Faculty of Economics, Kadiri University. This type of research uses a quantitative approach. This study used a sample of 92 respondents. Sampling using nonprobability sampling technique with Purposive Sampling method. The test tool used was Data analysis using SPSS 25, in this study using questionnaires or questionnaires and the analysis used was multiple linear regression. From the results of this test, it can be concluded that partially, product quality (X1) and product price (X2) have a positive and significant effect on Erigo fashion products on the Shopee Marketplace for students of the Faculty of Economics, Kadiri University. Product Quality (X1) and Product Price (X2) simultaneously have a positive and significant influence on the Purchase Decision of Erigo fashion products on the Shopee Marketplace. The Product Price Variable (X2) is more dominant in influencing the Purchase Decision of Erigo fashion products on the Shopee Marketplace for students of the Faculty of Economics, Kadiri University than the Product Quality Variable.