Kualitas Produk, Persepsi Harga dan Online Customer Review terhadap Keputusan Pembelian pada E-Commerce Shopee di Kota Semarang
Abstrak
This research aims to partially analyze the influence of product quality, price perceptions and online customer reviews on purchasing decisions. The research population was Shopee e-commerce users in Semarang City with a sample of 96 respondents who were determined using a purposive sampling technique. Primary data was obtained through a questionnaire, then processed with the help of the SPSS 23 program. The research results showed that the research instrument was declared valid and reliable. The coefficient of determination test (R2) was 41.8, which means that simultaneously the ability of the independent variables to influence purchasing decisions was 41.8 percent. The F test results were 23.703 with a significance level of 0.000 < 0.05, which means that this research model is feasible and can be analyzed further. Conclusion, that product quality has a positive and significant effect on purchasing decisions on Shopee e-commerce. Price perception has a positive and significant effect on purchasing decisions on Shopee e-commerce.
Keywords: Product Quality, Online Customer Reviews, Price Perception
Referensi
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Alce, R. (2021). Pengaruh Potongan Harga, Iklan, dan Kualitas Produk terhadap Keputusan Pembelian di Shopee. Benchmark, 2(1), 81–93. http://journal.febubhara-sby.org/benchmark/article/view/224
Andryusalfikri, Wahab, Z., & Widiyanti, M. (2019). Effect of Trust, Quality of Products and Quality Services on Purchase Decisions on E-Commerce Shopee in Palembang City. International Journal of Management and Humanities, 3(12), 1–6. http://scholar.sdpublishers.info/id/eprint/1848/
Anggraini, M., Rahmadhani, R., Priyono, S., Kunci, K., & Pembelian, K. (2023). Pengaruh Kualitas Produk dan Ulasan Produk terhadap Keputusan Pembelian Produk pada Aplikasi Shopee Mahasiswa Pendidikan Ekonomi Semester V Universitas Nurul Huda. In JECO: Journal of Economic Education and Eco-Technopreneurship (Issue 1). https://jsr.unuha.ac.id/index.php/JECO/article/view/233
Anwar Taufik, A. B. (2022). Pengaruh Online Customer Review dan Kualitas Produk terhadap Keputusan Pembelian Marketplace Shopee. JISMA: Jurnal Ilmu Sosial, Manajemen, Dan Akuntansi, 1(3), 95–100. https://melatijournal.com/index.php/jisma/article/view/35
Arbaini P. (2020). Pengaruh Consumer Online Rating dan Review Terhadap Keputusan Pembelian pada Pengguna Marketplace Tokopedia. Jurnal Bisnis Dan Manajemen, 7(1), 25–33. https://jurnal.unmer.ac.id/index.php/jbm/article/view/3897
Citaningtyas, D., Kadi, A., Ula, R., Fauzi, A., Ahmad, A. H., & Wardani, W. P. (2023). The Influence of Price Perceptions, Product Reviews, and Convenience on Purchase Decisions at Tokopedia E-Commerce. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(2), 239–252. https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/1698
Damayanti, D., & Putro, S. D. (2022). Pengaruh Electronic Service Quality (E-Servqual) dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian Online Pengguna Shopee. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(1), 187–198. https://jurnal.stieww.ac.id/index.php/jrabi/article/view/432
Faradasya, C. I. dan, & Trianasari, N. (2021). The Influence of Brand Ambassador Kpop Stray Kids and Brand Image on Purchase Decisions (Study Case of E-Commerce Shopee). E-Proceeding of Management, 8(2), 865–873. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/download/14755/14532
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian di Shopee dengan Mediasi Brand Awareness. In Insight Management Journal (Vol. 2, Issue 3). https://journals.insightpub.org/index.php/imj/article/view/200
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review dan Promotion terhadap Keputusan Pembelian pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14–22. https://www.journal.stieamkop.ac.id/index.php/mirai/article/view/2007
Helandy Pantow, Imelda W. J. Ogi, & Jessy J. Pondang. (2023). Pengaruh Ekspektasi, Desain Produk dan Kepercayaan terhadap Keputusan Pembelian di E-Commerce Shopee (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi). JURNAL EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1258. https://ejournal.unsrat.ac.id/index.php/emba/article/view/50786
Ilmiyah, K., & Krishernawan, I. (2020). Marketplace Shopee di Mojokerto. Marker: Jurnal Manajemen, 6. https://mail.maker.ac.id/index.php/maker/article/view/143
Karina, M., & Sari, N. E. (2023). Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga terhadap Keputusan Pembelian pada Toko Online TikTok Shop. Jurnal Madani: Ilmu Pengetahuan, Teknologi, Dan Humaniora, 6(2), 101–116. https://mail.jurnalmadani.org/index.php/madani/article/view/277
Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://ejournal.45mataram.ac.id/index.php/economina/article/view/398
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.
Mufid Suryani, Nida Nusaibatul Adawiyah, & Erlin Beliya Syahputri. (2022). Pengaruh Harga dan Online Customer Review terhadap Keputusan Pembelian di E-Commerce Sociolla Pada Masa Pandemi Covid-19. Formosa Journal of Multidisciplinary Research, 1(1), 49–74. https://journal.formosapublisher.org/index.php/fjmr/article/view/416
Mutadun, S., & Tjahjaningsih, E. (2022). Review Pengaruh Brand Ambasador Celebrity, Gaya Hidup dan Kepercayaan terhadap Proses Keputusan Pembelian (Studi Kasus Marketplace Shopee ). Economics and Digital Business Review, 3(2), 123–131. https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/178
Nababan, A., & Saputra, A. (2023). Pengaruh Citra Merek, Kualitas Produk dan Kepercayaan terhadap Keputusan Pembelian pada E-Commerce Shopee. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 5(1), 195–204. https://ejurnal.seminar-id.com/index.php/ekuitas/article/view/3770
Noviani, S. R., & Siswanto, T. (2022). Pengaruh Online Consumer Review, Rating, dan Persepsi Harga terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee di Jakarta Selatan. Jurnal Inovasi Manajemen & Bisnis (JIMB), 1(1), 17–28. https://ojs.itb-ad.ac.id/index.php/JIMB/article/view/1698
Prabowo, R. N. L. & R. E. (2022). Rating dan Tagline " Gratis Ongkir " terhadap Keputusan Pembelian melalui Marketplace Shopee. Jurnal of Management & Business, 5(c), 306–314. https://www.journal.stieamkop.ac.id/index.php/seiko/article/view/2224
Rahmawati, A. I. (2021). Pengaruh Online Customer Review, Online Customer Rating dan Kepercayaan terhadap Keputusan Pembelian Online (Studi Kasus Pada Mahasiswa Feb Universitas PGRI Semarang). Jurnal Ilmiah Manajemen, Bisnis Dan Ekonomi Kreatif, 1(1), 18–23. https://journal2.upgris.ac.id/index.php/jibeka/article/view/3
Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh Flash Sale, Live Shopping, dan Electronic Word of Mouth terhadap Keputusan Pembelian Pada Brand Skintific di Shopee (Studi Kasus Mahasiswa Bhayangkara Jakarta Raya). Jurnal Economina, 2(10), 2740–2755. https://ejournal.45mataram.ac.id/index.php/economina/article/view/897
Rajagukguk, P., Hardani, H., & Kartawijaya, F. (2022). Persepsi Harga dan Promosi terhadap Keputusan Pembelian Online pada Marketplace Shopee Paska Pandemic Covid-19. Jurnal Administrasi Bisnis, 2(1), 28–34. http://103.75.24.116/index.php/jab/article/view/1165
Restuti, N., & Kurnia, M. (2022). Pengaruh Harga, Ulasan Produk, Kemudahan Transaksi, Kualitas Informasi dan Kepercayaan terhadap Keputusan Pembelian Produk Kecantikan secara Online pada Marketplace Shopee. Borobudur Management Review, 2(1), 24–40. https://journal.unimma.ac.id/index.php/bmar/article/view/6817
Sari, D. P., & Soliha, E. (2021). Pengaruh Kualitas Produk , Persepsi Harga dan Promosi terhadap Proses Keputusan Pembelian E-Commerce Tokopedia. Proceeding SENDIU Journal, 2013, 341–348. https://www.unisbank.ac.id/ojs/index.php/sendi_u/article/view/8617
Sari, I., Rinawati, T., & Rizkiana, C. (2022). Pengaruh Electronic Word of Mouth (E-Wom) dan Online Consumer Review (OCR) terhadap Keputusan Pembelian melalui Shopee. Solusi, 20(2), 160. https://journals.usm.ac.id/index.php/solusi/article/view/5147
Shahrial Putra, D., Abdurhaim., Wicaksono, T., & Mursanto., (2022). The Effect of Product Quality, Price on Purchasing Decisions on The Marketplace. Management, Business and Social Science (IJEMBIS) Peer-Reviewed-International Journal, 2(3), 365–371. https://cvodis.com/ijembis/index.php/ijembis/article/view/74
Sianipar, A. H. F., & Yoestini. (2021). Analisis Pengaruh Customer Review dan Customer Rating terhadap Keputusan Pembelian Produk di Online Marketplace (Studi pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(4), 1. https://ejournal3.undip.ac.id/index.php/djom/article/view/32431
Siti Lam’ah Nasution, C. H. L. dan D. A. R. N. (2020). Pengaruh Kualitas Produk, Citra Merek, Kepercayaan, Kemudahan, dan Harga terhadap Keputusan Pembelian pada E-commerce Shopee (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). JURNAL ECOBISMA, 7, 1–11. https://jurnal.ulb.ac.id/index.php/ecobisma/article/view/1528
Siti Noor Aisyah, & Syaiko Rosyidi. (2023). Pengaruh Persepsi Harga, Customer Review, Customer Rating dan Promosi Flash Sale terhadap Keputusan Pembelian Di Shopee. Jurnal Kompetitif, 12(1), 48–60. https://ejournal.univ-tridinanti.ac.id/index.php/kompetitif/article/view/83
Subhan., Muvida., Hidayanti., Ida. E. (2022). Pengaruh Kemudahan Transaksi, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian secara Online (Studi Kasus pada Konsumen Marketplace Shopee, Kota Ternate). Jurnal Ilmu Manajemen, 12. https://jurnal.um-palembang.ac.id/ilmu_manajemen/article/view/4559
Suhendi, I. F., & Digdowiseiso, K. (2023). The Influence of Price Perception , Sales Promotion , and Consumer Confidence on Pinkyshop Online Purchase Decisions at Shopee Market Place. Syntax Admiration, 4(1), 270–280. https://jurnalsyntaxadmiration.com/index.php/jurnal/article/view/824
Susanti, N., Rohima, D., & Artikel, I. (2023). Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Pulpen Parker pada PT. Sahabat Utama Traco di Marketplace Shopee Official Store. JISM: Jurnal Ilmiah Swara Manajemen, 3(2), 333–342. https://www.neliti.com/publications/563832/pengaruh-kualitas-produk-harga-dan-promosi-terhadap-keputusan-pembelian-pulpen-p
Alce, R. (2021). Pengaruh Potongan Harga, Iklan, dan Kualitas Produk terhadap Keputusan Pembelian di Shopee. Benchmark, 2(1), 81–93. http://journal.febubhara-sby.org/benchmark/article/view/224
Andryusalfikri, Wahab, Z., & Widiyanti, M. (2019). Effect of Trust, Quality of Products and Quality Services on Purchase Decisions on E-Commerce Shopee in Palembang City. International Journal of Management and Humanities, 3(12), 1–6. http://scholar.sdpublishers.info/id/eprint/1848/
Anggraini, M., Rahmadhani, R., Priyono, S., Kunci, K., & Pembelian, K. (2023). Pengaruh Kualitas Produk dan Ulasan Produk terhadap Keputusan Pembelian Produk pada Aplikasi Shopee Mahasiswa Pendidikan Ekonomi Semester V Universitas Nurul Huda. In JECO: Journal of Economic Education and Eco-Technopreneurship (Issue 1). https://jsr.unuha.ac.id/index.php/JECO/article/view/233
Anwar Taufik, A. B. (2022). Pengaruh Online Customer Review dan Kualitas Produk terhadap Keputusan Pembelian Marketplace Shopee. JISMA: Jurnal Ilmu Sosial, Manajemen, Dan Akuntansi, 1(3), 95–100. https://melatijournal.com/index.php/jisma/article/view/35
Arbaini P. (2020). Pengaruh Consumer Online Rating dan Review Terhadap Keputusan Pembelian pada Pengguna Marketplace Tokopedia. Jurnal Bisnis Dan Manajemen, 7(1), 25–33. https://jurnal.unmer.ac.id/index.php/jbm/article/view/3897
Citaningtyas, D., Kadi, A., Ula, R., Fauzi, A., Ahmad, A. H., & Wardani, W. P. (2023). The Influence of Price Perceptions, Product Reviews, and Convenience on Purchase Decisions at Tokopedia E-Commerce. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(2), 239–252. https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/1698
Damayanti, D., & Putro, S. D. (2022). Pengaruh Electronic Service Quality (E-Servqual) dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian Online Pengguna Shopee. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(1), 187–198. https://jurnal.stieww.ac.id/index.php/jrabi/article/view/432
Faradasya, C. I. dan, & Trianasari, N. (2021). The Influence of Brand Ambassador Kpop Stray Kids and Brand Image on Purchase Decisions (Study Case of E-Commerce Shopee). E-Proceeding of Management, 8(2), 865–873. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/download/14755/14532
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian di Shopee dengan Mediasi Brand Awareness. In Insight Management Journal (Vol. 2, Issue 3). https://journals.insightpub.org/index.php/imj/article/view/200
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review dan Promotion terhadap Keputusan Pembelian pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14–22. https://www.journal.stieamkop.ac.id/index.php/mirai/article/view/2007
Helandy Pantow, Imelda W. J. Ogi, & Jessy J. Pondang. (2023). Pengaruh Ekspektasi, Desain Produk dan Kepercayaan terhadap Keputusan Pembelian di E-Commerce Shopee (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi). JURNAL EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1258. https://ejournal.unsrat.ac.id/index.php/emba/article/view/50786
Ilmiyah, K., & Krishernawan, I. (2020). Marketplace Shopee di Mojokerto. Marker: Jurnal Manajemen, 6. https://mail.maker.ac.id/index.php/maker/article/view/143
Karina, M., & Sari, N. E. (2023). Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga terhadap Keputusan Pembelian pada Toko Online TikTok Shop. Jurnal Madani: Ilmu Pengetahuan, Teknologi, Dan Humaniora, 6(2), 101–116. https://mail.jurnalmadani.org/index.php/madani/article/view/277
Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://ejournal.45mataram.ac.id/index.php/economina/article/view/398
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.
Mufid Suryani, Nida Nusaibatul Adawiyah, & Erlin Beliya Syahputri. (2022). Pengaruh Harga dan Online Customer Review terhadap Keputusan Pembelian di E-Commerce Sociolla Pada Masa Pandemi Covid-19. Formosa Journal of Multidisciplinary Research, 1(1), 49–74. https://journal.formosapublisher.org/index.php/fjmr/article/view/416
Mutadun, S., & Tjahjaningsih, E. (2022). Review Pengaruh Brand Ambasador Celebrity, Gaya Hidup dan Kepercayaan terhadap Proses Keputusan Pembelian (Studi Kasus Marketplace Shopee ). Economics and Digital Business Review, 3(2), 123–131. https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/178
Nababan, A., & Saputra, A. (2023). Pengaruh Citra Merek, Kualitas Produk dan Kepercayaan terhadap Keputusan Pembelian pada E-Commerce Shopee. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 5(1), 195–204. https://ejurnal.seminar-id.com/index.php/ekuitas/article/view/3770
Noviani, S. R., & Siswanto, T. (2022). Pengaruh Online Consumer Review, Rating, dan Persepsi Harga terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee di Jakarta Selatan. Jurnal Inovasi Manajemen & Bisnis (JIMB), 1(1), 17–28. https://ojs.itb-ad.ac.id/index.php/JIMB/article/view/1698
Prabowo, R. N. L. & R. E. (2022). Rating dan Tagline " Gratis Ongkir " terhadap Keputusan Pembelian melalui Marketplace Shopee. Jurnal of Management & Business, 5(c), 306–314. https://www.journal.stieamkop.ac.id/index.php/seiko/article/view/2224
Rahmawati, A. I. (2021). Pengaruh Online Customer Review, Online Customer Rating dan Kepercayaan terhadap Keputusan Pembelian Online (Studi Kasus Pada Mahasiswa Feb Universitas PGRI Semarang). Jurnal Ilmiah Manajemen, Bisnis Dan Ekonomi Kreatif, 1(1), 18–23. https://journal2.upgris.ac.id/index.php/jibeka/article/view/3
Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh Flash Sale, Live Shopping, dan Electronic Word of Mouth terhadap Keputusan Pembelian Pada Brand Skintific di Shopee (Studi Kasus Mahasiswa Bhayangkara Jakarta Raya). Jurnal Economina, 2(10), 2740–2755. https://ejournal.45mataram.ac.id/index.php/economina/article/view/897
Rajagukguk, P., Hardani, H., & Kartawijaya, F. (2022). Persepsi Harga dan Promosi terhadap Keputusan Pembelian Online pada Marketplace Shopee Paska Pandemic Covid-19. Jurnal Administrasi Bisnis, 2(1), 28–34. http://103.75.24.116/index.php/jab/article/view/1165
Restuti, N., & Kurnia, M. (2022). Pengaruh Harga, Ulasan Produk, Kemudahan Transaksi, Kualitas Informasi dan Kepercayaan terhadap Keputusan Pembelian Produk Kecantikan secara Online pada Marketplace Shopee. Borobudur Management Review, 2(1), 24–40. https://journal.unimma.ac.id/index.php/bmar/article/view/6817
Sari, D. P., & Soliha, E. (2021). Pengaruh Kualitas Produk , Persepsi Harga dan Promosi terhadap Proses Keputusan Pembelian E-Commerce Tokopedia. Proceeding SENDIU Journal, 2013, 341–348. https://www.unisbank.ac.id/ojs/index.php/sendi_u/article/view/8617
Sari, I., Rinawati, T., & Rizkiana, C. (2022). Pengaruh Electronic Word of Mouth (E-Wom) dan Online Consumer Review (OCR) terhadap Keputusan Pembelian melalui Shopee. Solusi, 20(2), 160. https://journals.usm.ac.id/index.php/solusi/article/view/5147
Shahrial Putra, D., Abdurhaim., Wicaksono, T., & Mursanto., (2022). The Effect of Product Quality, Price on Purchasing Decisions on The Marketplace. Management, Business and Social Science (IJEMBIS) Peer-Reviewed-International Journal, 2(3), 365–371. https://cvodis.com/ijembis/index.php/ijembis/article/view/74
Sianipar, A. H. F., & Yoestini. (2021). Analisis Pengaruh Customer Review dan Customer Rating terhadap Keputusan Pembelian Produk di Online Marketplace (Studi pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(4), 1. https://ejournal3.undip.ac.id/index.php/djom/article/view/32431
Siti Lam’ah Nasution, C. H. L. dan D. A. R. N. (2020). Pengaruh Kualitas Produk, Citra Merek, Kepercayaan, Kemudahan, dan Harga terhadap Keputusan Pembelian pada E-commerce Shopee (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). JURNAL ECOBISMA, 7, 1–11. https://jurnal.ulb.ac.id/index.php/ecobisma/article/view/1528
Siti Noor Aisyah, & Syaiko Rosyidi. (2023). Pengaruh Persepsi Harga, Customer Review, Customer Rating dan Promosi Flash Sale terhadap Keputusan Pembelian Di Shopee. Jurnal Kompetitif, 12(1), 48–60. https://ejournal.univ-tridinanti.ac.id/index.php/kompetitif/article/view/83
Subhan., Muvida., Hidayanti., Ida. E. (2022). Pengaruh Kemudahan Transaksi, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian secara Online (Studi Kasus pada Konsumen Marketplace Shopee, Kota Ternate). Jurnal Ilmu Manajemen, 12. https://jurnal.um-palembang.ac.id/ilmu_manajemen/article/view/4559
Suhendi, I. F., & Digdowiseiso, K. (2023). The Influence of Price Perception , Sales Promotion , and Consumer Confidence on Pinkyshop Online Purchase Decisions at Shopee Market Place. Syntax Admiration, 4(1), 270–280. https://jurnalsyntaxadmiration.com/index.php/jurnal/article/view/824
Susanti, N., Rohima, D., & Artikel, I. (2023). Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Pulpen Parker pada PT. Sahabat Utama Traco di Marketplace Shopee Official Store. JISM: Jurnal Ilmiah Swara Manajemen, 3(2), 333–342. https://www.neliti.com/publications/563832/pengaruh-kualitas-produk-harga-dan-promosi-terhadap-keputusan-pembelian-pulpen-p
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