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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Umi Nandhifatul Muna
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Kualitas Produk, Brand Image, dan Promosi Terhadap Keputusan Pembelian pada E-Commerce Shopee: Studi Empiris pada Konsumen E-Commerce Shopee Kabupaten Demak Umi Nandhifatul Muna; Mulyo Budi Setiawan
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.4474

Abstract

Determining the impact of advertising, brand image, and product quality on Shopee e-commerce purchase decisions is the goal of this study. The Demak Regency's e-commerce clientele is the subject of this study; nevertheless, the precise population estimate is unknown. One hundred respondents were chosen for the sample using the target sampling technique. The hypothesis was tested using multiple linear regression analysis, and its validity was assessed using the F and t tests. The findings of the study indicate that: (1) brand image has no influence on purchasing decisions; (2) product quality has a positive and substantial effect on purchasing decisions; and (3) promotion has a positive and significant effect on purchasing decisions.
Pengaruh Kualitas Produk, Brand Image, dan Promosi Terhadap Keputusan Pembelian pada E-Commerce Shopee: Studi Empiris pada Konsumen E-Commerce Shopee Kabupaten Demak Umi Nandhifatul Muna; Mulyo Budi Setiawan
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.4474

Abstract

Determining the impact of advertising, brand image, and product quality on Shopee e-commerce purchase decisions is the goal of this study. The Demak Regency's e-commerce clientele is the subject of this study; nevertheless, the precise population estimate is unknown. One hundred respondents were chosen for the sample using the target sampling technique. The hypothesis was tested using multiple linear regression analysis, and its validity was assessed using the F and t tests. The findings of the study indicate that: (1) brand image has no influence on purchasing decisions; (2) product quality has a positive and substantial effect on purchasing decisions; and (3) promotion has a positive and significant effect on purchasing decisions.
Co-Authors Mulyo Budi Setiawan