Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian: Studi pada Konsumen Sepatu Compass di Aplikasi Shopee Jakarta Selatan

Bagaskara Junianto; Rina Ayu Vildayanti

doi:10.61132/manuhara.v3i4.2224

Authors

Bagaskara Junianto Universitas Budi Luhur
Rina Ayu Vildayanti Universitas Budi Luhur

DOI:

https://doi.org/10.61132/manuhara.v3i4.2224

Keywords:

Consumer Behavior, Price, Product Quality, Promotion, Purchase Decision

Abstract

This study aims to examine the influence of product quality, price, and promotion on consumer purchase decisions of Compass shoes through the Shopee application in South Jakarta. The research was motivated by the rapid growth of e-commerce in Indonesia, particularly among urban consumers who are digitally literate and highly responsive to marketing stimuli. A total of 100 respondents were selected using a non-probability sampling method with an accidental sampling technique. Data were collected through questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS version 22. The findings reveal that product quality, price, and promotion each have a positive and significant effect on purchase decisions. Product quality was identified as a key determinant that enhances consumer trust through durability, comfort, and authentic design, while price competitiveness supports perceived fairness and affordability in a highly competitive digital marketplace. Promotion emerged as the strongest factor, demonstrating the effectiveness of creative digital campaigns, influencer collaborations, and flash sale programs in stimulating consumer interest and driving purchases. These results highlight the importance of integrating product excellence with strategic pricing and innovative promotional activities to influence purchase behavior, especially among Gen Z and millennial consumers. From a theoretical perspective, this study enriches the literature on digital marketing and consumer behavior in the context of local brands competing in online marketplaces. Practically, the findings provide valuable insights for Compass and other local SMEs to formulate effective marketing strategies that align with consumer expectations and strengthen competitiveness in the dynamic e-commerce ecosystem.

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