The Influence of Price Perceptions, Promotions and Brand Image on Purchasing Decisions on the Shopee Marketplace (Case Study of Students at Sumbawa University of Technology, Faculty of Economics and Business, Class of 2020-2021)
STUDI KASUS PADA MAHASISWA UNIVERSITAS TELNOLOGI SUMBAWA FAKULTAS EKONOMI DAN BISNIS ANGKATAN 2020-2021
Kata Kunci:
Kata kunci : Persepsi Harga, Promosi Dan Citra MerekAbstrak
This research aims to determine the influence of price perception, promotion and brand image on purchasing decisions at the Shopee marketplace (Case Study of Sumbawa University of Technology Students Class 2020-2021). This type of research is quantitative. The sample used was 100 students from the Faculty of Economics and Business, Sumbawa Technology University based on the Paul Leedy formula with a sampling technique using non-probability sampling, purposive sampling type. Primary data processing uses the statistical package for social science (SPSS) with the data analysis technique used is multiple linear regression.
The results of this research obtained (1) Price Perception has a positive and significant effect on purchasing decisions (2) Promotion has a positive and significant effect on purchasing decisions, and (3) Brand Image has a positive and significant effect on purchasing decisions
Keywords: Price Perception, Promotion and Brand Image
