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All Journal Jurnal Riset Bisnis dan Manajemen
Muhammad Insan Fadillah
Universitas Pasundan
Economics, Econometrics & Finance

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THE EFFECT OF PRODUCT MIX AND COMPANY IMAGE ON PURCHASE DECISIONS ON E-COMMERCE SHOPEE Yudhi Koesworodjati; Muhammad Insan Fadillah
Jurnal Riset Bisnis dan Manajemen Vol. 15 No. 01 (2022): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v15i01.5325

Abstract

This study aims to determine the effect of product mix and company image on purchasing decisions at Shopee e-commerce. The research method used is descriptive and verification methods with a total sample of 95 respondents. The results showed that there was a positive and significant influence between product mix and company image on purchasing decisions. The amount of influence of product mix and company image on purchasing decisions simultaneously is 70.6%, and the remaining 29.4% is influenced by other variables not examined. Partially, the effect of product mix on purchasing decisions is 54.3%, and the influence of company image on purchasing decisions is 16.3%, so it can be concluded that product mix has the greatest influence on purchasing decisions.
Co-Authors Yudhi Koesworodjati