The Influence of Product Quality, Price, and Brand Image of Consumer Purchase Decisions in the E-Commerce Industry

Abdul Kholik, Isyana Rahayu, Dheri Febiyani Lestari (), Alfin Nur Arifah and Raisa Hilia Aini Syifa
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Abdul Kholik: Cipasung University
Isyana Rahayu: Cipasung University
Dheri Febiyani Lestari: Cipasung University
Alfin Nur Arifah: Cipasung University
Raisa Hilia Aini Syifa: Cipasung University

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 282-292 from Springer

Abstract: Abstract The rapid development of e-commerce platforms makes business competition increasingly competitive, and each e-commerce company must maintain and increase its market share. This study aims to determine the effect of product quality, price, and brand image on purchasing decisions in shopee e-commerce. The research method uses descriptive quantitative methods, and data collection uses Likert scale questionnaire distribution. The population in this study is the people of Tasikmalaya district who have bought products in Shopee e-commerce. The sampling technique used purposive sampling with 110 respondents as a sample. This study’s results indicate that product quality partially does not affect purchasing decisions in shopee e-commerce, the price has a positive and significant effect on buying decisions in shopee e-commerce, and brand image has a positive and significant effect on purchasing decisions in shopee e-commerce. Simultaneously, product quality, price, and brand image positively and significantly affect purchasing decisions in shopee e-commerce.

Keywords: Brand image; price; purchase decision; product quality (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_35

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