PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (STUDI PEMBELIAN OLEH GENERASI Z)

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Rosa Vavita Listia
Gesty Ernestivita
Suhardi

Abstract

Marketplace Shopee as a business player must know what consumers need and be able to identify consumer behavior in making a purchase decision so that they can win the competition. Generation Z is known as the net gene. They are always in cyberspace and can do everything using technology. This study uses quantitative causality. The population is exclusively Gen Z who shop on the Shopee marketplace. Consists of 40 respondents with SPSS version 23. The results show that: 1) Product quality and promotion partially have a significant impact on purchasing decisions in the Shopee marketplace; 2) Price partially does not have a significant impact on purchasing decisions in the Shopee marketplace; 3) Product quality, price and promotion simultaneously have a significant impact on purchasing decisions in the Shopee marketplace.

Article Details

How to Cite
Listia, R. V., Ernestivita, G., & Suhardi. (2022). PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (STUDI PEMBELIAN OLEH GENERASI Z). Seminar Nasional Manajemen, Ekonomi Dan Akuntansi, 7(1), 363–370. Retrieved from https://proceeding.unpkediri.ac.id/index.php/senmea/article/view/2201
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Articles

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