PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CCTV EZVIZ DI SHOPEE (Studi Empiris Pada Masyarakat Kota Madiun)

RAHAYU, INAYAH (2026) PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CCTV EZVIZ DI SHOPEE (Studi Empiris Pada Masyarakat Kota Madiun). S1 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

Inayah Rahayu. 2026. The Influence of Price, Product Quality, and Digital Promotion on Purchase Decisions for Ezviz CCTV Products on Shopee (An Empirical Study on the Residents of Madiun City). Undergraduate Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Supervisor (I) Dr. Heny Sidanti, S.E., M.M. Supervisor (II) Dr. Liliek Nur Sulistyowati, S.E., M.M. This study aims to determine the influence of price, product quality, and digital promotion on purchase decisions for Ezviz CCTV products on Shopee (an empirical study on the residents of Madiun City). This research employs a quantitative approach using a survey method, with a sample size of 385 respondents. Purposive sampling was used as the sampling method. Data collection was conducted via questionnaires distributed through Google Forms. Data analysis was performed using the Statistical Product and Service Solutions (SPSS) software, version 25. The research results indicate that: 1) Price does not have a positive and significant influence on purchase decisions for Ezviz CCTV products on Shopee (an empirical study on the residents of Madiun City). 2) Product quality has a positive and significant influence on purchase decisions for Ezviz CCTV products on Shopee (an empirical study on the residents of Madiun City). 3) Digital promotion has a positive and significant influence on purchase decisions for Ezviz CCTV products on Shopee (an empirical study on the residents of Madiun City). 4) Product quality and digital promotion simultaneously have a positive and significant influence on purchase decisions for Ezviz CCTV products on Shopee (an empirical study on the residents of Madiun City).

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Price; Product Quality; Digital Promotion; Purchase Decision.
Subjects:	A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	INAYAH RAHAYU INAYAH
Date Deposited:	17 Oct 2026 02:25
Last Modified:	17 Oct 2026 02:25
URI:	http://eprint.unipma.ac.id/id/eprint/10373

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