<p><em>This study aims to determine the effect of brand image, price and promotion on people's purchasing decisions through the Shopee online sales application. The population taken in this research is all people who make purchases through the Shopee online sales application with a total of 104 respondents. Data collection techniques are primary data, namely distributing questionnaires via google form. In this study, it is also explained whether all elements are related, namely whether brand image, price and promotion have an effect on people's purchasing decisions through Shopee's online sales. This study is also to determine how much influence arises from brand image, price and promotion on people's purchasing decisions through Shopee online sales, it is hoped that the results obtained can be a reference or Shopee marketing strategy to increase sales. Based on the results of data processing carried out by simultaneous testing, it was found that there was an influence between promotion, brand image and price on consumer purchasing decisions through the Shopee online sales application by 38.2%.</em></p><p><strong><em>Keywords</em></strong><em>: Brand Image, Price, Promotion, Purchase Decision</em></p>
Berdasarkan data perkembangan ekspor kopi Indonesia ke beberapa negara pada tahun 2015-2019, dapat dilihat bahwa perkembangan ekspor kopi cenderung mengalami penurunan. Untuk itu PT Java Preanger Lestari Mandiri (PT JPLM) mengambil peran dalam mengatasi penurunan ekspor kopi, khususnya di Kabupaten Bandung Selatan. Lingkup penelitian ini meliputi potensi dan bentuk relasi, serta pendampingan terhadap petani kopi Arabika Preanger. Penelitian difokuskan di daerah Kabupaten Bandung Selatan, Jawa Barat. Metode penelitian secara kualitatif dengan teknik pengumpulan datanya triangulasi dan analisis data secara induktif. Tahapan pertama, peneliti melakukan penelitian nilai ekspor kopi Indonesia selama lima tahun terakhir. Kedua, meneliti tentang bentuk skema relasi kopi yang dilakukan oleh PT JPLM. Ketiga, meneliti bentuk dukungan pemasaran dan pengembangan kerja sama penjualan kopi dengan calon pembeli di dalam dan luar negeri. Penelitian ini bertujuan untuk menganalisis bentuk skema relasi kopi yang dilakukan oleh PT JPLM kepada para petani kopi. Melalui penelitian ini maka yang pertama, akan terpaparkan secara jelas dan terperinci mengenai potensi ekspor kopi yang belum teroptimalkan, yang kedua akan terdapat hasil analisis yang jelas mengenai bagaimana bentuk relasi kopi antara PT JPLM dengan para petani kopi dan yang ketiga akan diketahui mengenai dampak relasi kopi terhadap para petani kopi.
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