Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Sepatu Vans Pada E-Commerce Shopee

Abstract

This study aims to determine the influence of product quality on Vans shoe purchase decisions on  Shopee e-commerce. The object of this research was carried out at the Faculty of Economics and Business, Lancang Kuning University, Pekanbaru. The sample taken in this study is FEB Lancang Kuning University students class of 2023 totaling 95 students, the method used in sampling is purposive sampling, then research data collection techniques using questionnaires and interviews. The data analysis used in this study is descriptive and quantitative analysis, while the method used in data analysis in this study uses a simple linear regression equation. Then for the results of testing the data of this study using instrumental tests which include validity and reliability tests, then classical assumption tests using normality tests, and hypothesis tests using partial tests (t-test) and determination coefficient tests (R2). Furthermore, the data processing tool for this research uses the SPSS Version 22 application. Based on the results of the research, the results of the simple linear regression test show that product quality has a positive effect on the decision to buy Vans shoes on  Shopee e-commerce, then for the results of the instrument test all research data is valid and reliable, then the results of the normality test show that the research data is normally distributed, then the results of the hypothesis test, the t-test shows that the significance value is 0.000 < 0.05 and the calculated t-value is 8.279 > t table 1.986, meaning that the hypothesis of this study was accepted, and the result of the determination coefficient (R2) test was 0.694 or 69.4%. From the results of this study, it can be concluded that product quality has a positive effect, this can be seen from the value of the determination coefficient (R2) of 0.694 showing that 69.4% of Vans shoe purchase decisions on  Shopee e-commerce are caused by the influence of product quality, and the rest are influenced by other variables that are not studied in this study.