THE EFFECT OF PROMOTION, PRICE, AND BRAND IMAGE ON PURCHASE
DECISIONS ON E-COMMERCE SHOPEE IN PANGKALPINANG CITY
Dublin Core
Title
THE EFFECT OF PROMOTION, PRICE, AND BRAND IMAGE ON PURCHASE
DECISIONS ON E-COMMERCE SHOPEE IN PANGKALPINANG CITY
DECISIONS ON E-COMMERCE SHOPEE IN PANGKALPINANG CITY
Subject
Promotion, Price, Brand Image, Purchase Decision.
Description
This study is a quantitative study that aims to determine the effect of promotion, price,
and brand image on purchasing decisions at Shopee e-commerce in Pangkalpinang
City. The population in this study are Shopee users who make purchases in
Pangkalpinang City with a sample of 75 respondents using the non-probability
sampling method with purposive sampling technique. Hypothesis testing in this study
uses Partial Least Square (PLS) analysis tool and a significance level of 5%. The
results of this study were obtained (promotion has a significant effect on purchasing
decisions, price has no significant effect on purchasing decisions, brand image has a
significant effect on purchasing decisions.
and brand image on purchasing decisions at Shopee e-commerce in Pangkalpinang
City. The population in this study are Shopee users who make purchases in
Pangkalpinang City with a sample of 75 respondents using the non-probability
sampling method with purposive sampling technique. Hypothesis testing in this study
uses Partial Least Square (PLS) analysis tool and a significance level of 5%. The
results of this study were obtained (promotion has a significant effect on purchasing
decisions, price has no significant effect on purchasing decisions, brand image has a
significant effect on purchasing decisions.
Creator
Afrizal, Fithriawan Nugroho
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Afrizal, Fithriawan Nugroho, “THE EFFECT OF PROMOTION, PRICE, AND BRAND IMAGE ON PURCHASE
DECISIONS ON E-COMMERCE SHOPEE IN PANGKALPINANG CITY,” Repository Horizon University Indonesia, accessed April 23, 2025, https://repository.horizon.ac.id/items/show/7982.
DECISIONS ON E-COMMERCE SHOPEE IN PANGKALPINANG CITY,” Repository Horizon University Indonesia, accessed April 23, 2025, https://repository.horizon.ac.id/items/show/7982.