PENGARUH PRODUCT QUALITY, PROMOTION DAN LIFESTYLE TERHADAP PURCHASE DECISION (Studi Pada Produk Emina di E-Commerce Shopee)

RAHMAN, NOVIA (2025) PENGARUH PRODUCT QUALITY, PROMOTION DAN LIFESTYLE TERHADAP PURCHASE DECISION (Studi Pada Produk Emina di E-Commerce Shopee). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the effect of Product Quality, Promotion, and Lifestyle on Purchase Decision regarding Emina products on Shopee e-commerce. The research design used is causality with a quantitative approach. The population in this study were shopee consumers who had bought eminaproducts, with a sample of 140 respondents who were taken using non-probability sampling method. The research data are primary data with data collection methods using questionnaire instruments given with likert scale measurements. The data analysis method uses partial least square through the SmartPLS version 3.0 software instrument. The results of thisstudy are quality product, promotion, and lifestyle have a positive and significant effect on purchase decisions. Therefore, these variables are very important for management in their efforts to increase sales in the future. Keywords: Product Quality, Promotion, Lifestyle, Purchase Decisions Penelitian ini bertujuan untuk mengetahui pengaruh product quality, promotion, dan lifestyle terhadap purchase decision studi pada produk emina di ecommerce shopee. Desain penelitian yang digunakan ini adalah kausalitas dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen shopee yang pernah membeli produk emina, dengan sampel sebanyak 140 responden yang diambil menggunakan metode non-probability sampling. Data penelitian ini adalah data primer dengan metode pengumpulan menggunakan instrumen kuesioner yang dilengkapi dengan pengukuran skala likert. Metode analisis data menggunakan partial least square melalui software instrumen SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa quality product, promotion, dan lifestyle berpengaruh positif dan signifikan terhadap purchase decision. Oleh karena itu, variabel ini sangat penting bagi manajemen dalam upaya meningkatkan penjualan di masa datang. Kata Kunci: Product Quality, Promotion, Lifestyle, Purchase Decision

Item Type: Thesis (S1)
NIM/NIDN Creators: 43121010276
Uncontrolled Keywords: Product Quality, Promotion, Lifestyle, Purchase Decision
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 05 Feb 2026 05:06
Last Modified: 05 Feb 2026 05:06
URI: http://repository.mercubuana.ac.id/id/eprint/100847

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