PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN POP MIE MELALUI E-COMMERCE SHOPEE DI KOTA PALEMBANG

ASSYAH, JULIA and Nofiawaty, Nofiawaty (2025) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN POP MIE MELALUI E-COMMERCE SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of product attributes on purchasing decisions for Pop Mie through Shopee e-commerce in Palembang City. The research focuses on Pop Mie buyers to evaluate the extent to which product attributes influence consumer choices, with the goal of providing recommendations for future product development. Data was collected through the distribution of questionnaires to customers and processed using SPSS version 26. The analytical techniques employed include T-tests, F-tests, and Multiple Linear Regression Analysis. The results indicate that product quality influences consumer purchasing decisions. However, the variables of product features and product style & design do not have a significant impact on purchasing decisions. Among all the variables, product quality is the most dominant factor influencing consumers' decisions to purchase Pop Mie through Shopee e-commerce in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Atribut Produk, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Julia Assyah
Date Deposited:	04 Jul 2025 03:04
Last Modified:	04 Jul 2025 03:04
URI:	http://repository.unsri.ac.id/id/eprint/176749

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