PENGARUH KUALITAS PRODUK, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA (STUDI KASUS DI KOTA SAMARINDA)

Abstract

The research problem formulation discussed in this study relates to product quality, promotion, and price, which influence consumer purchasing decisions on Tokopedia e-commerce platforms. A case study in Samarinda City. This study aims to determine and analyze the influence of product quality, promotion, and price on purchasing decisions on Tokopedia e-commerce platforms. A case study in Samarinda City. This quantitative study used an unknown population of users of the Tokopedia e-commerce platform in Samarinda City. The sample used a purposive sampling technique calculated using the Lemeshow formula, resulting in 96 respondents. However, the researcher will use 100 respondents as a sample. The results show that: (1) Product quality influences purchasing decisions on Tokopedia e-commerce platforms in Samarinda City, with a calculated t-value > t-table for product quality of 2.466 > 1.985, with a significance of 0.015 < 0.05. (2) Promotion influences purchasing decisions on Tokopedia e-commerce in Samarinda city with the results of t count > t table promotion 4.368 > 1.985 significance 0.000 < 0.05. (3) Price influences purchasing decisions on Tokopedia e-commerce in Samarinda city with the results of t count > t table price 4.710 > 1.985 significance 0.000 < 0.05. (4) Product Quality, Promotion, and Price simultaneously influence purchasing decisions on Tokopedia e-commerce in Samarinda city with the results of F count > F table of 126.236 > 2.70 significance 0.000 < 0.05.