THE INFLUENCE OF PROMOTION AND PRODUCT QUALITY ON PURCHASING DECISIONS AT TOKOPEDIA IN WEST SURABAYA

Abstract

The purpose of this study is to determine how advertising influences the purchase decision of Tokopedia consumers, and how product quality influences the purchase decision of Tokopedia consumers. The population in this study were people who use Tokopedia marketplace in West Surabaya area. The sample used was 100 people using the Slovin formula. The method used in this research is the multiple linear regression analysis method, which aims to measure the relationship between different variables. Meanwhile, to support this research, it was obtained through the distribution of questionnaires (questionnaires) and literature study. After distributing the questionnaires, the results of the questionnaires were calculated using the SPSS application. This study proves that advertising has no effect on purchase decisions. Product quality has a positive and significant effect on purchase decision in West Surabaya.