THE INFLUENCE OF QUALITY AND PRICES OF LOCAL MADURA PRODUCTS ON PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE

Abstract

ABSTRACTThis study aims to examine and analyze the effect of the quality and price of local Madura products on purchasing decisions at the Shopee marketplace in Bangkalan city. This research is a type of quantitative research where this research was carried out in the city of Bangkalan, The research time was carried out for approximately one month, from December 2021 - January 2022. The population of this study were consumers of the Authentic Madura online store in Binoh Village, Burneh District, Bangkalan Regency as many as 110 Shopee marketplace users. The sample in this study was taken using a simple random sampling technique with a total of 50 Shopee users. The data in this study were collected using a questionnaire. The independent variable in this study is the decision to purchase local Madura products, , while the dependent variable in this study is the quality of the product and the price of local Madura products. And in this study using multiple linear regression data analysis method. The results of this study indicate that: (1) there is a positive influence on the quality of local Madura gendar fish paste products and crackers on purchasing decisions in the Shopee marketplace (2) there is a positive influence on the price of Madura local gendar fish and cracker products on purchasing decisions in the Shopee marketplace (3) There is a simultaneous influence of the quality and price of the local Madura gendar fish paste and cracker products on purchasing decisions on the Shopee marketplace.Keywords: Quality, Price, and Purchase Decision.