Pengaruh Harga, Kualitas Produk dan Kepercayaan Konsumen terhadap Keputusan Pembelian Flash Sale Shopee di Palembang
DOI:
https://doi.org/10.47747/jismab.v7i3.3621Keywords:
Price, Product, Customer trust, Purchase DecisionAbstract
This study aims to determine 1) the influence of price, product quality, and consumer trust on Shopee Flash Sale Purchase Decisions in Palembang. 2) the influence of price on Shopee Flash Sale Purchase Decisions in Palembang. 3) the influence of product quality on Shopee Flash Sale Purchase Decisions in Palembang. 4) the influence of consumer trust on Shopee Flash Sale Purchase Decisions in Palembang. This research is associative. The variables used by the researcher are Purchase Decision, Price, Product Quality, and Consumer Trust. The population of this study was all Shopee Flash Sale users in Palembang, and the sample size was 384 consumers. The sampling technique used was purposive sampling. The data used in this study were primary data collected using a questionnaire. The data analysis technique used was multiple linear regression with the SPSS program. The results of this study indicate that: 1) there is a significant influence of price, product quality, and consumer trust on purchasing decisions for Shopee Flash Sales in Palembang. 2) there is a significant influence of price on purchasing decisions for Shopee Flash Sales in Palembang. 3) there is a significant influence of product quality on purchasing decisions for Shopee Flash Sales in Palembang. 4) there is a significant influence of consumer trust on purchasing decisions for Shopee Flash Sales in Palembang.
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