<![CDATA[This study aims to determine the effect of e-commerce and product quality on purchasing decisions at Ryn Boutique Medan. This type of research uses quantitative research methods with an associative approach. Data was collected by distributing questionnaires to Ryn Boutique Medan consumers. The sampling technique used is using random sampling. So that the number of respondents used is 89 customers of Ryn Boutique Medan. The data obtained were then processed using SPSS 15. The analysis included validity testing, reliability testing, classical assumption testing, and hypothesis testing. The results of this study explain that in the t-test the t-table value is 1.988 and the t-count on e-commerce is 6.377 and product quality is 2.270. Thus, the variables e-commerce and product quality have a significant effect on consumer purchasing decisions. The results of the F-test obtained the F-table value of 3.10 and the F-count of 24.019 and a significant level of 0.00 <0.05, it can be concluded that e-commerce and product quality simultaneously have a significant effect on the consumer purchasing decision variables. The coefficient value of R square is 0.358 or 35.8%, meaning that the ability of the independent variable to explain the dependent variable is 35.8%, the remaining 64.2% is explained by other variables outside this study. Keywords: Purchase Decision, E-commerce, Product Quality]]>
Copyrights © 2022
