El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam

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 (Unknown)
Mulyo Budi Setiawan (Unknown)

Article Info

Publish Date
03 Nov 2024

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.

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Journal Info
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Website

Abbrev

elmal

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam mempublikasi hasil riset dan kajian terkini bidang ekonomi, keuangan, manajemen dan bisnis Islam. Mulai 2011, jurnal ini terbit tiga kali setahun setiap Maret, Juli dan November. Jurnal ini dikelola oleh Pusat Riset dan Kajian Strategis (PRKS) Masyarakat ...