Pengaruh Kualitas Produk, Harga terhadap Kepuasan Konsumen Fashion Shopee Melalui Keputusan Pembelian sebagai Variabel Intervening

The rapid growth of e-commerce in Indonesia has driven changes in people's consumption patterns, especially in purchasing fashion products online. Shopee is one of the most popular platforms because it offers a variety of products at affordable prices and competitive quality. This study aims to analyze the effect of product quality and price on consumer satisfaction through purchasing decisions as an intervening variable. This study uses a quantitative approach with a survey method of 72 respondents who are active users of the Shopee application. The sampling technique uses the Slovin formula and the data collection instrument is a Likert scale questionnaire. Data analysis was carried out using multiple linear regression and path analysis using IBM SPSS version 27. The results of the study show that product quality and price have a significant effect on consumer satisfaction both directly and through purchasing decisions. Purchasing decisions have proven to be an effective intervening variable in strengthening the influence of product quality and price on consumer satisfaction. These findings are expected to be a reference in digital marketing strategies, especially for fashion entrepreneurs on e-commerce platforms.