Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Minat Beli pada Shopee Live
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to identify the influence of price perception, product quality, and buying interest on the decision to purchase products from Shopee Live in students of Trunojoyo University Madura. This study also considers the mediating effect of buying interest on the relationship between price perception and product quality on purchase decisions. The method used in this study is quantitative, with primary data sources obtained directly through filling out questionnaires to respondents. The number of respondents used was 100 students, through a purposive sampling technique which is included in the non-probability sampling category. Hypothesis testing in this study uses path coefficients with the help of the SmartPLS 4.1.0.2 program. The results of this study show that the variables of price perception and product quality have a positive and significant influence on the buying interest of products from Shopee Live in students of Trunojoyo Madura University. Likewise, the variable of product quality on purchasing decisions has a positive and significant influence. However, the variable price perception is proven to have no significant impact or influence on the decision to purchase products from Shopee Live. In addition, the variable of buying interest was able to mediate the perception of price and product quality on the decision to purchase products from Shopee Live in Trunojoyo Madura University students.
Authors: Mazroatun Nihayah, Suyono Suyono
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409676725