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.