Analisis Pengaruh Daya Tarik Iklan, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Pada Ecommerce Shopee (Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta)

This purposes of this research are to know the influence of advertising attractiveness, product quality, and price on purchasing decisions on e-commerce shopee. This study uses primary data. The sample in this study were 100 respondents. The sampling technique uses nonprobability sampling by selecting predetermined criteria. The data analysis technique used is validity test, reliability test and multiple linear regression analysis with a classic assumption test first which includes normality test, heterocedasticity test, muliticolinearity test, autocorrelation test. By testing the hypothesis using partial significance test (ttest) and simultaneously (Test F) and coefficient of determination (R2). The results of the study are the attractiveness of advertising and prices have a positive and significant effect, while Product Quality has no significant positive effect on Purchasing Decisions on e-commerce shopee. The company is expected to be able to maintain product quality, understand the value of a price, and be able to provide strong advertising value so as to increase sales volume in e-commerce shopee