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p-Index From 2020 - 2025
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All Journal Journal of Trends Economics and Accounting Research
Suryandari Sedyo Utami
Fakultas Ekonomi, Universitas Gunadarma
Economics, Econometrics & Finance

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Studi Empiris Pengaruh Kualitas Produk dan Promosi terhadap Minat Beli Konsumen Shopee di Era Digital Rofi'ah; Endang Setyaningsih; Silvia Avira; Suryandari Sedyo Utami
Journal of Trends Economics and Accounting Research Vol 5 No 4 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v5i4.2050

Abstract

This study aims to examine the relationship between product quality and consumer interest in making purchases on Shopee, the influence of promotion on consumer purchase intention on Shopee, and the combined effect of product quality and promotion on consumer buying interest on the platform. The research uses a quantitative approach with data collected through surveys. The population in this study consists of Shopee users in Jakarta, with samples selected using purposive sampling. A total of 68 respondents participated through questionnaire distribution. Data analysis techniques include descriptive analysis and multiple linear regression. The results show that product quality has a positive and significant effect on purchase intention, promotion also has a positive and significant impact on purchase intention, and product quality and promotion simultaneously have a significant influence on consumer purchase intention on the Shopee marketplace.
Co-Authors Endang Setyaningsih Rofi'ah Silvia Avira