PENGARUH PROMOSI, HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI PADA MARKETPLACE TOKOPEDIA

Abstract

The existence of a marketplace is the result of the development of the internet and information technology. Marketplace has a concept like a traditional market, it's just that the market is virtual.  One of the marketplaces that is popular and growing among students is Tokopedia. This study aims to determine the effect of promotion, price and product quality on purchase intention. The research sample used was class 2019 students at the Nusa Megarkencana College of Economics using a purposive sampling method. This type of research is a quantitative study using primary data based on questionnaires distributed to respondents via the g-form link. Respondents in the study were 103 students. Hypothesis testing uses SEM-PLS analysis through the smartpls 3.2.9 application. The results of the study show that promotion directly influences purchase intention. The results of the price hypothesis directly affect buying interest. The results of the product quality hypothesis directly affect purchase intention. This research provides empirical evidence regarding promotion, price and product quality on purchase intention and contributes to academics and researchers by supporting goal setting theory.