The Impact of Product Quality on Purchasing Decisions: A SEM Study

A SEM Study

Abstrak

The purpose of this study is to determine the impact of Product Quality on Purchasing Decisions: a SEM Study. The sample of this study is STIE Madani students who have made purchases on the Shopee Application totaling 50 (fifty) people in 2023. This type of research is quantitative research. Data is processed using SEM with SmartPLS. application. Endogenous variable (X) is Purchasing Decision, while Exogenous variable (Y) is Product Quality. The results showed that Product Quality had a positive and significant effect on the Purchasing Decisions of STIE Madani Students on the Shopee Application. The variable X has a unidirectional (positive) relationship to Y with a path coefficients value of 0.686.