The Influence Of Brand Image, Product Quality, And Price On Consumer Purchase Decisions On The Shopee E-Commerce Platform

This study aims to analyze the influence of brand image, product quality, and price on consumer purchase decisions on the Shopee e-commerce platform. The research background is based on the rapid growth of the e-commerce industry in Indonesia, particularly the increasingly intense inter-platform competition, making it necessary to empirically examine the factors that shape consumer purchase decisions. The study employed a quantitative approach using a survey method through a Likert scale 1–5 que