Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen

Mutiara Nurazizah Rahayu
Estri Mahani, Septiana Ayu
Saraswati, Nindya

Bandung Conference Series: Business and Management
Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management

Abstract. This research is based on the development of technology and the internet, which have brought positive impacts on various aspects of life, including in the commercial and economic fields. The internet has transformed the way transactions are conducted, from being exclusively face-to-face to being online. With the increasing number of internet users, e-commerce has also grown rapidly. One popular e-commerce platform is Shopee. On this platform, the Playwithpattero brand has become a consumer choice for fashion products. The purpose of this research is to determine the Product Quality, Price, and Purchase Decision of the Playwithpattero brand on the Shopee platform, and to understand the extent of the influence of Product Quality and Price on Consumer Purchase Decisions. This research uses a quantitative method with data collection techniques through questionnaires. The sampling technique used is non-probability sampling with purposive sampling. The population of this research is consumers who use or have purchased Playwithpattero brand products on the Shopee platform, with a sample of 150 respondents. The data analysis used includes descriptive and verification analysis as well as statistics using multiple linear regression analysis, t-test, f-test, and the coefficient of determination. The results of this study indicate that the Product Quality variable partially has a significant influence on purchase decisions, Price partially has a significant influence on purchase decisions, and both Product Quality and Price simultaneously have a significant influence on Purchase Decisions of the Playwithpattero brand on the Shopee platform. Abstrak. Penelitian ini didasarkan pada perkembangan teknologi dan internet yang membawa dampak positif pada berbagai aspek kehidupan, termasuk dalam bidang komersial dan ekonomi. Internet telah mengubah cara transaksi dari yang sebelumnya hanya secara langsung menjadi secara online. Dengan meningkatnya jumlah pengguna internet, e-commerce juga berkembang pesat. Salah satu platform e-commerce yang populer adalah Shopee. Di Platform ini, Brand Playwithpattero menjadi salah satu pilihan konsumen untuk produk fashion. Tujuan penelitian ini adalah untuk mengetahui Kualitas produk, Harga, dan Keputusan Pembelian pada Brand Playwithpattero di Platform Shopee, serta untuk mengetahui seberapa besar pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner. Teknik sampling yang digunakan adalah non-probability sampling dengan purposive sampling. Populasi penelitian ini adalah konsumen yang menggunakan atau pernah membeli produk Brand Playwithpattero di Platform Shopee, dengan sampel sebanyak 150 responden. Analisis data yang digunakan meliputi analisis deskriptif dan verifikatif serta statistik dengan menggunakan analisis regresi linier berganda, uji t, uji f, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan bahwa variabel Kualitas Produk secara parsial berpengaruh signifikan terhadap keputusan pembelian, Harga secara parsial berpengaruh signifikan terhadap keputusan pembelian, serta Kualitas Produk dan Harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Brand Playwithpattero di Platform Shopee.