Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Pada E-Commerce Shopee

This study aims to analyze the effect of brand image, product quality, and price on purchasing decisions on e-commerce Shopee. This research is a type of quantitative research. The population of this research is the students of Muhammadiyah University of Surakarta who are Shopee customers. This study uses SPSS 16 application data processing with 100 respondents. The sample selection in this study used a non-probability sampling approach with purposive sampling technique. The data used is primary data through a questionnaire. Analysis of the data used in this study by performing instrument tests (test validity and reliability), classical assumption test (test for normality, multicollinearity and heteroscedasticity), multiple linear regression, t test, f test and determination. Based on the calculation results of the SPSS t test statistical application, it shows that Brand Image has a positive and significant effect on Purchase Decisions on Shopee e-commerce, Product Quality has a positive and significant effect on Purchase Decisions on Shopee e-commerce, and Price has a positive and significant effect on Purchase Decisions. on Shopee e-commerce