Pengaruh Kualitas Produk, Desain Produk, dan Promosi terhadap Keputusan Pembelian Produk di e-Commerce Lazada
(Studi Kasus pada Mahasiswa Yogyakarta)
Abstract
In the past, offline stores were in great demand by consumers. As technology develops, many companies develop and facilitate small online stores with the creation of E-Commerce. One of them is Lazada. This research was conducted to see the effect of product quality, product design, and promotion on purchasing decisions in Lazada E-Commerce, either simultaneously or partially. This research is descriptive with quantitative data. The data used are primary data obtained from questionnaires. The results of this study indicate that only partial testing of product quality (X1) and promotion (X3) variables has a significant effect on purchasing decisions (Y). Meanwhile, the product design variable (X2) has no significant effect on purchasing decisions (Y). Meanwhile, simultaneous testing of product quality (X1), product design (X2), and promotion (X3) has a joint effect on purchasing decisions (Y). Suggestions needed in further research are adding other variables that influence purchasing decisions, trust, features and so on.
Copyright (c) 2022 JBE (Jurnal Bingkai Ekonomi)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish in JBE (Jurnal Bingkai Ekonomi) agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.(See The Effect of Open Access)
JBE (Jurnal Bingkai Ekonomi), is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
