PENGARUH KUALITAS PRODUK, HARGA, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE (STUDI PADA ONLINE SHOP MAME AMALIA)

This study aims to determine the effect of product quality on purchasing decisions, the effect of
price on purchasing decisions and the influence of brand awareness on purchasing decisions
at the Mame amalia online shop. The population in this study are consumers who have
purchased product from the online shop. The method used is the quantitative method by
distributing questionnaires and samples to be taken as many as 102 respondents using
purposive sampling technique. After the data is distributed to the respondents, the
questionnaire data is used to test the validity, reliability, normality, multicollinearity,
heteroscedasticity, partial and coefficient of determination using the SPSS 25 application. The
results of this study indicate that product quality, price, and brand awareness have a positive
and significant effect on purchasing decisions at the Mame amalia online shop.
Keywords : product quality, price, brand awareness