Putri, Sintia Dwi (2023) Pengaruh Harga, Promosi Dan Penilaian Produk Terhadap Keputusan Pembelian Pada Marketplace Shopee (studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine the influence of price, promotion, product assessment on purchasing decisions at the Shopee Marketplace (Case Study of Students at the Faculty of Economics and Business, Riau Islamic University). Sampling used a non-probability sampling method with a purposive sampling method where the sample in this study was 100 respondents. The types and sources of data are primary data and secondary data, while the data collection technique uses a questionnaire. The data analysis techniques used in this research are multiple linear regression test, t test, f test and coefficient of determination test (R2). The results of this research show that price, promotion, product assessment have a positive and significant influence on purchasing decisions at the Shopee Marketplace (Case Study of Students at the Faculty of Economics and Business, Riau Islamic University).

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