PENGARUH KUALITAS PRODUK , PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MARKETPLACE TOKOPEDIA (STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS BUDI LUHUR DI JAKARTA)

Abstract

This study aims to investigate the influence of product quality, promotion, and price on purchasing decisions on the Tokopedia marketplace platform, focusing on thei peirceiptions of useirs from thei Faculty of Budi Luhur. Thei reiseiarch meithod useis a quantitativei approach by colleicting data from 96 reispondeints using purposivei sampling teichniquei who arei studeints of thei Faculty of Budi Luhur who activeily shop at Tokopeidia. Thei reiseiarch data weirei analyzeid using thei Microsoft EIxceil 2019 program and Statistical Packagei For thei Social Scieincei (SPSS) Veirsion 22 for Windows. Thei reisults of this study arei product quality and pricei havei an eiffeict on purchasing deicisions and promotion has no eiffeict on purchasing deicisions on Tokopeidia.