Yudhita, Vera (2019) FAKTOR - FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP PRODUK FASHION (Studi Pada Pengguna Instagram Di STEI). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB 1)
BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (175kB) |
|
Text (BAB 2)
BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (210kB) |
|
Text (BAB 3)
BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (176kB) |
|
Text (BAB 4)
BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (291kB) |
|
Text (BAB 5)
BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (63kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi keputusan pembelian konsumen terhadap produk fashion pada pengguna instagram. Penelitian ini dilakukan di Sekolah Tinggi Ekonomi Indonesia Jl. Kayu Jati Raya 11A Rawamangun Jakarta Timur. Populasi dalam penelitian ini adalah seluruh mahasiswa STEI. Sampel penelitian ini sebanyak 98 responden yang dipilih dengan teknik Insidental Purposive Random Sampling. Metoda pengumpulan data berupa kuesioner yang diukur dengan skala Likert. Penelitian ini menggunakan metoda analisis koefisien determinasi, serta pengujian hipotesis secara parsial dan simultan. Hasil penelitian menunjukkan bahwa 1) Besarnya koefisien determinasi parsial kualitas produk terhadap keputusan pembelian sebesar 65,28%. Hasil uji hipotesis dispeoleh signifikansi t sebesar 0,000 lebih kecil dari taraf nyata α 5% sehingga H0 ditolak dan Ha diterima, berarti terbukti secara parsial terdapat pengaruh positif dan signifikan kualitas produk terhadap keputusan pembelian. 2) Besarnya koefisien determinasi parsial celebrity endorser terhadap keputusan pembelian sebesar 50,41%. Hasil uji hipotesis dispeoleh signifikansi t sebesar 0,000 lebih kecil dari taraf nyata α 5% sehingga H0 ditolak dan Ha diterima, berarti terbukti secara parsial terdapat pengaruh positif dan signifikan celebrity endorser terhadap keputusan pembelian. 3) Besarnya koefisien determinasi parsial gaya hidup terhadap keputusan pembelian sebesar 63,68%. Hasil uji hipotesis dispeoleh signifikansi t sebesar 0,000 lebih kecil dari taraf nyata α 5% sehingga H0 ditolak dan Ha diterima, berarti terbukti secara parsial terdapat pengaruh positif dan signifikan gaya hidup terhadap keputusan pembelian. 4) Besarnya koefisien determinasi simultan sebesar 78,67%. Hasil uji hipotesis dispeoleh signifikan F sebesar 0,000 lebih kecil dari taraf nyata α 5% sehingga H0 ditolak dan Ha diterima, berarti terbukti secara simultan terdapat pengaruh positif dan signifikan kualitas produk, celebrity endorser,dan gaya hidup terhadap keputusan pembelian. Adapun dari keseluruhan hasil penelitian didapatkan bahwa variabel kualitas produk merupakan variabel yang paling mendominasi keputusan pembelian konsumen terhadap produk fashion pada instagram sebesar 65,28%. Kata Kunci : Kualitas Produk, Celebrity Endorser, Gaya Hidup, Keputusan Pembelian ABSTRACT The purpose of this study was to determine the effect of product quality and brand image on customer satisfaction and loyalty. The research strategy used is an associative strategy using Path Analysis. The sample size determined by 96 respondents with purposive sampling technique. Data collection method in the form of a questionnaire measured by a Likert scale. This research uses partial and multiple correlation coefficient analysis methods, as well as hypothesis testing partially and simultaneously. The results showed that 1) the amount of the partial determination coefficient quality of the product on purchase decisions was 65.28%. Hypothesis test results obtained a significant 0,000 t less than the 5% significance level α so that H0 is refused and Ha accepted, meaning it is evident that there is a partial positive and significant impact on the quality of the product purchase decision. 2) the amount of the partial determination coefficient of celebrity endorsers on purchase decisions is 50.41%. Hypothesis test results obtained a significant 0,000 t less than the 5% significance level α so that H0 is refused and Ha accepted, meaning it is evident that there is a partial positive and significant impact on celebrity endorsers of the purchase decisions. 3) the amount of the partial determination coefficient of lifestyle on purchase decisions 63.68%. Hypothesis test results obtained a significant 0,000 t less than the 5% significance level α so that H0 is refused and Ha accepted, meaning it is evident that there is a partial postive and significant impact on lifestyle of the purchase decisions. 4) Simultaneous determination coefficient of 78.67%. Hypothesis test results obtained significant F of 0,000 less than the 5% significance level α so that H0 is refused and Ha accepted, meaning it is evident that there is simultaneously a positive and significant impact on product quality, celebrity endorser, and lifestyle to the purchasing decisions. As for the overall results of the study, it was found that product quality variables were the most dominating variables of consumer purchasing decisions on fashion products on Instagram at 65.28%. Keywords: Product’s Quality, Celebrity Endorser, Life Style, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 13 Dec 2021 05:32 | ||||||||
| Last Modified: | 13 Dec 2021 05:32 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6211 |
Actions (login required)
 |
View Item |
