The Influence of Product Quality and Price on Online Purchase Decisions on the Shopee Marketplace

This research was conducted to discuss the influence of product quality and price on online purchasing decisions on the Shopee marketplace. The aim of this research is to determine the influence of product quality and price on online purchasing decisions on the Shopee marketplace (case study on fashion products). Data was collected through distributing questionnaires via Google Form with a sample of 108 respondents. The analysis used is classical assumptions, multiple linear regression analysis, F-test and t-test. Calculations were carried out using the IBM SPSS version 26 program. The results showed that product quality had a significant positive effect on purchasing decisions, product quality had a positive and significant effect on price, price had a significant positive effect on purchasing decisions, product quality and price had a significant effect on purchasing decisions overall simultaneous.