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All Journal Ekonis : Jurnal Ekonomi dan Bisnis JUrnal Riset Ilmu Pendidikan
Amrullah, Amdi
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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The Influence of Price and Product Quality on Sunan Doe Students' Purchasing Decisions on Shopee Wahyudi, Zaenul; Amrullah, Amdi
Jurnal Riset Ilmu Pendidikan Vol. 5 No. 3 (2025): Jurnal Riset Ilmu Pendidikan
Publisher : Lembaga Riset Mutiara Akbar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/jrip.v5i3.1244

Abstract

This study aims to analyze the influence of price and product quality on purchasing decisions of students at the Sunan Doe Islamic Studies Institute on the Shopee platform. The research method used is descriptive quantitative with multiple linear regression analysis techniques, t-test, F-test, and coefficient of determination. The research sample of 82 respondents was selected using the Slovin formula from a population of 431 students. The results show that partially, price has a positive and significant effect on purchasing decisions by 12.1%, while product quality has a positive and significant effect by 53.3%. Simultaneously, price and product quality have a significant effect on purchasing decisions by contributing 57.6%, while the remaining 42.4% is influenced by other variables outside this study. These findings indicate that improving product quality and offering competitive prices can encourage purchasing decisions in e-commerce, especially among students. Research recommendations emphasize the importance of quality- and price-based marketing strategies that are in line with consumer perceptions.
PENGARUH HARGA DAN KUALITAS PRODUK TEHADAP KEPUTUSAN PEMBELIAN MAHASISWA SUNAN DOE DI APLIKASI SHOPEE Wahyudi, Zaenul; Amrullah, Amdi
Ekonis: Jurnal Ekonomi dan Bisnis Vol 27, No 2 (2025): JURNAL EKONOMI DAN BISNIS (EKONIS)
Publisher : Politeknik Negeri Lhokseumawe

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30811/ekonis.v27i2.8544

Abstract

Abstract: The purpose of this study is to determine the extent to which price and product quality influence the purchasing decisions of students at the Sunan Drajat Islamic Studies Institute on the Shopee application. The research method used in this study is descriptive quantitative research. The analysis method used in this study is multiple linear regression analysis and the coefficient of determination test to determine the extent to which price and product quality influence purchasing decisions. The results of the hypothesis testing in this study lead to the conclusion that from the T-test or partial test, the price and product quality influence purchasing decisions on the Shopee application among Sunan Doe students. This is evidenced by a calculated T-value greater than the T-table value, with a significance level greater than 0.05. Simultaneously, based on the results of the F-test, it was found that price and product quality influence purchasing decisions on the Shopee application, as evidenced by an F-value of 55.925, which is greater than the F-table value of 3.11, and a significance level of 0.000, which is less than 0.05. From the results of the coefficient of determination analysis (R2), it was found that the price variable has a partial influence of 12.1%, while product quality has an influence of 53.3%. Simultaneously, price and product quality have an influence of 57.6% on purchasing decisions on the Shopee application among Sunan Doe students, while the remaining 42.4% is influenced by other variables outside of this study. Keywords: : Price, Quality, Product, Decision, Purchase
Co-Authors Zaenul Wahyudi