Pengaruh Ulasan Produk, Promosi, dan Persepsi Kualitas terhadap Keputusan Pembelian Produk ERIGO pada Platform Shopee

Setiawan, Muhammad Fadhiel (2026) Pengaruh Ulasan Produk, Promosi, dan Persepsi Kualitas terhadap Keputusan Pembelian Produk ERIGO pada Platform Shopee. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study was conducted with the aim of determining the influence of product reviews, promotions, perceived quality on purchasing decisions for Erigo products on the Shopee platform. This study uses a quantitative approach with a survey method through a questionnaire to 100 respondents who have purchased Erigo products. The sampling technique used in this study is the nom probability sampling method used, namely purposive sampling. The data analysis technique used is multiple linear regression using SPSS version 25. The results of the partial test (t test) show that the variables of product reviews, promotions, and perceived quality each have a positive and significant effect on purchasing decisions, with a significance value of <0.05. The results of the simultaneous test (F test) show that the three variables together have a significant effect on purchasing decisions. The R Square value of 0.461 indicates that 46.1% of the variation in purchasing decisions can be explained by product reviews, promotions, and perceived quality. The remaining 53.9% is explained by other variables not studied, such as price, discounts and brand image. All hypotheses in this study were accepted, both simultaneously and partially, meaning that all independent variables (product reviews, promotions, and promotions) significantly influenced the purchase decision for Erigo products on Shopee. This finding is supported by questionnaire responses and previous research findings. Based on the research findings, it is recommended that Erigo continue to improve the quality of its reviews, maintain positive consumer perceptions, and optimize its promotional strategies to increase consumer purchase decisions on the Shopee platform.

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