Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian pada pengguna Shopee Wilayah Rawa Panjang Bojonggede Kabupaten Bogor

Abstract

The rapid growth of e-commerce has transformed consumer shopping behavior, making price and product quality important considerations in purchasing decisions, particularly among Shopee users. This study aims to examine the effects of price and product quality on purchasing decisions among Shopee users in Rawa Panjang, Bojonggede, Bogor Regency. This study employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to Shopee users whose population size could not be determined with certainty. The sample size was calculated using the Lemeshow formula, resulting in a minimum sample of 96 respondents who met the predetermined research criteria. Data were analyzed using multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination. The results indicate that price has a positive and significant effect on purchasing decisions, suggesting that prices that are perceived as appropriate and consistent with consumer expectations increase the likelihood of purchase. Product quality also has a positive and significant effect on purchasing decisions, indicating that better product quality increases consumers’ tendency to make a purchase. Furthermore, price and product quality simultaneously have a significant effect on purchasing decisions among Shopee users in Rawa Panjang, Bojonggede, Bogor Regency. These findings provide practical implications for businesses and online sellers, emphasizing the importance of establishing appropriate pricing strategies and maintaining product quality to strengthen consumer purchasing decisions.