Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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The Influence of Product Quality, Price, and Brand Image of Consumer Purchase Decisions in the E-Commerce Industry

Authors
Abdul Kholik1, Isyana Rahayu1, Dheri Febiyani Lestari1, *, Alfin Nur Arifah1, Raisa Hilia Aini Syifa1
1Cipasung University, Tasikmalaya, Indonesia
*Corresponding author. Email: dherifebiyanilestari@uncip.ac.id
Corresponding Author
Dheri Febiyani Lestari
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_35How to use a DOI?
Keywords
Brand image; price; purchase decision; product quality
Abstract

The rapid development of e-commerce platforms makes business competition increasingly competitive, and each e-commerce company must maintain and increase its market share. This study aims to determine the effect of product quality, price, and brand image on purchasing decisions in shopee e-commerce. The research method uses descriptive quantitative methods, and data collection uses Likert scale questionnaire distribution. The population in this study is the people of Tasikmalaya district who have bought products in Shopee e-commerce. The sampling technique used purposive sampling with 110 respondents as a sample. This study’s results indicate that product quality partially does not affect purchasing decisions in shopee e-commerce, the price has a positive and significant effect on buying decisions in shopee e-commerce, and brand image has a positive and significant effect on purchasing decisions in shopee e-commerce. Simultaneously, product quality, price, and brand image positively and significantly affect purchasing decisions in shopee e-commerce.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_35How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Abdul Kholik
AU  - Isyana Rahayu
AU  - Dheri Febiyani Lestari
AU  - Alfin Nur Arifah
AU  - Raisa Hilia Aini Syifa
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Product Quality, Price, and Brand Image of Consumer Purchase Decisions in the E-Commerce Industry
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 282
EP  - 292
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_35
DO  - 10.2991/978-94-6463-817-2_35
ID  - Kholik2025
ER  -