PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN PENGGUNA APLIKASI SHOPEE DI UNIVERSITAS BUDI LUHUR)

Abstract

This study aims to determine the effect of promotional service quality, and price perceptions on purchasing decisions for students of Budi Luhur University Shopee Application Users Class of 2020 FEB Budi Luhur University. The population in this research is Budi Luhur University Students. The sample in this study amounted to 130 respondents with the sampling technique, namely a questionnaire. The analysis technique used is the results of interviews, field notes and documentation which are processed using the SPSS version 25 program. The results of this study indicate that service quality, promotion, and price perception have a significant effect on purchasing decisions.