PENGARUH KUALITAS PRODUK DAN ONLINE ADVERTISING TERHADAP ONLINE PURCHASE DECISION: Survei pada konsumen Shopee Paladin Sport

    Ditya Wulandari, - and Hari Mulyadi, - and Puspo Dewi Dirgantari, - (2025) PENGARUH KUALITAS PRODUK DAN ONLINE ADVERTISING TERHADAP ONLINE PURCHASE DECISION: Survei pada konsumen Shopee Paladin Sport. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Ditya Wulandari (1808558) “Pengaruh Kualitas produk dan Online Advertising terhadap Online Purchase Decision (survei pada Konsumen Shopee Paladin Sport)” di bawah bimbingan Prof. Dr. H. Mulyadi, M.Si dan Dr. Puspo Dewi Dirgantari,S.Pd.,MT., MM. Perkembangan digitalisasi telah mengubah perilaku konsumen menjadi lebih aktif dalam mencari informasi, membandingkan produk, dan melakukan pembelian secara online, sehingga mendorong perusahaan untuk meningkatkan strategi pemasaran digital dan kualitas produknya guna mempertahankan minat dan keputusan pembelian konsumen di tengah persaingan pasar digital. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan online advertising terhadap online purchase decision, serta menganalisis sejauh mana kedua variabel tersebut memengaruhi keputusan pembelian secara daring pada konsumen Shopee Paladin Sport. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif, dengan sampel sebanyak 340 responden yang merupakan konsumen Shopee Paladin Sport, dan menggunakan teknik analisis Path Analysis. Hasil penelitian menunjukkan bahwa kualitas produk dan online advertising berada dalam kategori baik serta memiliki pengaruh positif dan signifikan terhadap online purchase decision. Implikasi dari penelitian ini menunjukkan bahwa peningkatan kualitas produk dan efektivitas online advertising sangat penting bagi pelaku bisnis online dalam membangun kepercayaan dan minat beli konsumen. Kata Kunci: Kualitas Produk, Online Advertising, Online Purchase Decision Ditya Wulandari (1808558) “The Influence of Product Quality and Online Advertising on Online Purchase Decision (A Survey on Shopee Paladin Sport Consumers)” under the supervision of Prof. Dr. H. Mulyadi, M.Si and Dr. Puspo Dewi Dirgantari, S.Pd., MT., MM. The development of digitalization has changed consumer behavior to be more active in seeking information, comparing products, and making online purchases. This shift encourages companies to enhance their digital marketing strategies and product quality to retain consumer interest and purchasing decisions amid intense market competition. This study aims to determine the influence of product quality and online advertising on online purchase decisions, as well as to analyze the extent to which these variables affect consumers' decisions on Shopee Paladin Sport. This research employs a descriptive and verificative method with a quantitative approach, using a sample of 340 respondents who are customers of Shopee Paladin Sport. The analytical technique used is Path Analysis. The results show that product quality and online advertising are in the good category and have a positive and significant effect on online purchase decisions. The implication of this research highlights that improving product quality and the effectiveness of digital advertising is crucial for online businesses to build consumer trust and increase purchasing interest. Keywords: Product Quality, Online Advertising, Online Purchase Decision

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: SINTA ID DOSEN PEMBIMBING Hari Mulyadi: 5984810 Puspo Dewi Dirgantari: 5980376
    Uncontrolled Keywords: Kualitas produk, Iklan online, Keputusan pembelian online, Konsumen Shopee, Paladin Sport Product quality, Online advertising, Online purchase decision, Shopee consumers, Paladin Sport
    Subjects: H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Ditya Wulandari
    Date Deposited: 09 Sep 2025 04:11
    Last Modified: 09 Sep 2025 04:11
    URI: http://repository.upi.edu/id/eprint/138269

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