Influence of Brand Image, Price, and Product Quality on Shopee User Purchase Decision (Shopee User Study in Jabodetabek)

The purpose of this research are: to determine the positive and significant effect of brand image on purchasing decisions of Shopee users, to determine the positive and significant effect of price on purchasing decisions of Shopee users, to determine the positive and significant effect of product quality on purchasing decisions of Shopee users. The object of research is 100 Shopee users who have or have used the Shopee Application for shopping. The method used in this research is descriptive and quantitative methods. The data analysis technique in this study was used to analyze the data using the regression model parameters. Descriptive test results show; Significant influence of brand image on purchasing decisions of Shopee users, significant effect of price on purchasing decisions of Shopee users, significant influence of product quality on purchasing decisions of Shopee users