<![CDATA[AbstrakPenelitian ini berfokus padaspengaruh kualitas produk,citra merek, dan persepsi harga terhadap keputusan pembelian produk Vans imitasi pada E-commerce Shopee (Studi Pada Mahasiswa Fakultas Ekononomika dan Bisnis Universitas Stikubank Semarang). Metode penelitian menggunakan purposivesampling. Populasi penelitian ini adalah Mahasiswa Fakultas Ekononomika dan Bisnis Universitas Stikubank Semarang. Dengan menggunakan kuesioner dalam mengumpulkan data. Hubungan pengaruh antar variabel dijelaskan dengan analisis regresi linier berganda. Hasil penelitian menunjukan bahwa citra merek dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian.Kata kunci: kualitas produk, citra merek, persepsi harga, dan keputusan pembelianAbstractThis study focuses on the effect of product quality, brand image, and price perception on purchasing decisions for imitation Vans products at E-commerce Shopee (Study on Students of the Faculty of Economics and Business, Stikubank University, Semarang). The research method uses purposive sampling. The population of this study were students of the Faculty of Economics and Business, Stikubank University, Semarang. By using a questionnaire in collecting data. The influence relationship between variables is explained by multiple linear regression analysis. The results showed that brand image and price perception had a positive and significant effect on purchasing decisions. Meanwhile, product quality has no significant effect on purchasing decisions.Keywords: product quality, brand image, price perception, and purchasing decisions]]>
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