The Influence of Price and Product Quality on Online Purchasing Decisions with Customer Testimonials as a Moderating Variable for Palangka Raya Students (Case Study of Shopee Users)
DOI:
https://doi.org/10.47747/snfmi.v3i1.3177Abstract
This research aims to investigate the influence of price and product quality on online purchasing decisions among Palangka Raya students, with a focus on users of the Shopee platform. This research method uses a case study design with customer testimonials as a moderating variable. Data is collected through analysis and statistics used to find relationships between price, product quality, customer testimonials and purchasing decisions. It is hoped that the results of this research will provide valuable insight into the factors that influence online purchasing behavior among students, as well as the potential role of customer testimonials in measuring the influence of product price and quality. These findings can be useful for online merchants, business owners, and academics in understanding the dynamics of the e-commerce market in the region.
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