Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Produk Furnitur IKEA di Marketplace Shopee

The Influence of Price and Product Quality on Consumer Buying Interest in IKEA Furniture Products on the Shopee Marketplace

Abstract

This research is motivated by the rapid growth of e-commerce in Indonesia, which has led to changes in consumer purchasing behavior, including in the furniture sector. In this context, price and product quality are important factors that influence consumer purchase intention, especially for IKEA furniture products on the Shopee Marketplace. This study aims to determine the extent of influence of price and product quality on consumer purchase intention for IKEA furniture products on the Shopee Marketplace. The method used in this study was a quantitative approach with data collection techniques through questionnaires distributed to 60 respondents, then processed using SPSS version 29. The results of the partial test (T) showed that price did not significantly influence purchase intention with a calculated T value of 1.866 < T table 2.002 with a significance value of 0.067 > 0.05. Product quality significantly influenced purchase intention with a calculated T value of 3.472 > T table 2.002 with a significance value of 0.001 < 0.05. Simultaneously, price and product quality (X2) have a positive and significant effect on purchasing interest with a calculated F value of 24.606 > F table 3.16 and a significance value of 0.001 < 0.05. Based on the coefficient of determination (R2), it shows that both independent variables have a strong contribution in influencing consumer purchasing interest.