The Influence of Prices, Advertising, and Product Assessment on Purchase Decisions at Shoppe by State High School Students in Cibodas District, Tangerang City

Abstract

The findings of research conducted using Smart PLS version 4.0 show that, with a path coefficient value of 0.000 for each, product and advertising ratings have a big impact on high school students' decisions to buy on Shopee. Price, however, also has an impact on the decision about what to buy (with a path coefficient value of 0.165), but is not statistically significant. Overall, advertising, product ratings, and price together explained approximately 95.6% of the variation in students' purchasing decisions. These findings provide an important picture of the factors that influence purchasing decisions on Shopee for high school students in Cibodas District, Tangerang City.

Keywords

• Price
• Advertising
• Product Assessment
• Purchase Decision