PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION MELALUI APLIKASI SHOPEE PADA MAHASISWA FEBI UIN SULTHAN THAHA SAIFUDDIN JAMBI

Abstrak

This research aims to reveal the influence of price and product quality on purchasing decisions for Fashion products through the Shopee application among FEBI UIN Sulthan Thaha Saifuddin Jamb students. This thesis uses a quantitative approach using partial and simultaneous multiple regression statistical analysis methods with a sample of 96 students. The research results show that price has an influence on the decision to purchase Fashion products through the Shopee application for FEBI UIN Sulthan Thaha Saifuddin Jambi students because the prices offered by Shopee products are affordable among students and are able to compete with other applications. Price conformity with product quality has been felt and the price is cheap and of good quality. Product quality has an influence on the decision to purchase Fashion products through the Shopee application for FEBI UIN Sulthan Thaha Saifuddin Jambi students because the Shopee delivery process is fast according to the specified time and has good quality. The products offered by Shopee have good durability and have a variety of goods that students need. Product price and quality have an influence on the decision to purchase Fashion products through the Shopee application for FEBI UIN Sulthan Thaha Saifuddin Jambi students because students feel that buying Islamic Fashion products such as koko clothes, men's robes, children's clothes, prayer equipment and other accessories on the Shopee application is in accordance with their wishes. because the price and quality of the goods are good. Shopee products because the Shopee online shop is the most visited by consumers and has various product variants and Shopee always updates/updates products to suit student desires and market developments.