Pengaruh Harga Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Online Shop oleh Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Katolik Widya Mandira

DOS REIS, Octaviana Da Silva (2020) Pengaruh Harga Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Online Shop oleh Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Katolik Widya Mandira. Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

This research was written by Octaviana Da Silva Dos Reis (31115077) Development Economics Study Program, under the guidance of I (One), Mrs. Dr. ME Perseveranda, SE M.Si and Advisor II (Two) Mrs. Emiliana Martuti Lawalu, SE, ME with the research title "The Effect of Price, Product Quality and Service Quality on Purchasing Decisions at Online Shops by Students of the Faculty of Economics and Business, Widya Mandira Catholic University. The purposes of this study are 3, namely: 1) To determine the effect of price on purchasing decisions at the online shop by students of the Faculty of Economics and Business. 2) To determine the effect of product quality on purchasing decisions in online shops by students of the Faculty of Economics and Business . 3) To determine the effect of service quality on purchasing decisions in online shops by students of the Faculty of Economics and Business. This study uses quantitative data, the source of data used in this study is primary data with 50 respondents and taken using the non-probability sampling technique . The analysis technique used is descriptive statistics and inferential statistics. Then processed using SmartPLS 3.0 with the SEM ( Structural Equation Modeling) analysis method. The results of the descriptive analysis show that all variables are in the good enough category . The results of the analysis using SEMPLS show that the price variable has a positive and significant effect on purchasing decisions at the online shop by students of the Faculty of Economics and Business, Widya Mandira Catholic University. Product quality has no effect on purchasing decisions at online shops by students of the Faculty of Economics and Business, Widya Mandira Catholic University. Service Quality has a positive and significant impact on online purchasing decisions Shop by Widya Mandira Catholic University Faculty of Economics and Business Students. Based on the results of the research , it is suggested to the Online Shop Sellers to pay attention to product quality by selling good quality products at affordable prices, suitability of prices with quality and benefits, as well as improving service quality and creating trust so that consumers are satisfied with the products offered.

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