Pengaruh Fashion Involvement & Visual Branding Terhadap Keputusan Pembelian Brand H&M di Surabaya. (The Influence of Fashion Involvement & Visual Branding on Purchasing Decisions for the H&M Brand in Surabaya).

Devi, Bilqis Sylvia (2023) Pengaruh Fashion Involvement & Visual Branding Terhadap Keputusan Pembelian Brand H&M di Surabaya. (The Influence of Fashion Involvement & Visual Branding on Purchasing Decisions for the H&M Brand in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Salah satu alasan perubahan kemajuan dalam perkembangan fashion juga karena masyarakat semakin sadar betapa pentingnya fashion. Karena lebih mudah bagi orang untuk belajar tentang tren baru, mereka mengubah cara berpakaian mereka. Keterlibatan fashion dalam gaya hidup dan perilaku masyarakat dipicu oleh tingginya tingkat fashion involvement. Seseorang dengan tingkat fashion involvement yang tinggi akan menganggap dirinya sebagai orang yang menjalani gaya hidup modern dan harus sadar akan keterlibatan fashion atau penciptaan produk fashion. Keterlibatan seseorang dengan fashion (aksesori) karena kebutuhan, nilai, dan minat seseorang terhadap produk tersebut disebut keterlibatan fashion (Fashion Involvement). Tidak hanya dari Fashion Involvement namun kesadaran akan fashion bisa dilihat dari Visual Branding yang merupakan citra dan informasi grafis yang mengekspresikan identitas dari brand dan apa yang membedakannya dari yang lain. Sederhananya, visual branding adalah segala sesuatu yang dapat dilihat oleh audiens secara fisik baik itu logo hingga packaging produk dari suatu brand.Penelitian ini bertujuan untuk mengetahui dan menganalisa bagaimana pengaruh dari Fashion Involvement dan Visual Branding terhadap Keputusan Pembelian Brand H&M di Surabaya. Dalam penelitian ini , peneliti melakukan pembagian e-kursioner dengan menggunakan google form kepada 100 responden sebagai instrument penelitian Metode yang digunakan pada penelitian ini adalah metode kuantitatif. Hasil dari penelitian ini menyimpulkan bahwa terdapat pengaruh positif dan signifikan baik secara parsial maupun secara simultan dari Fashion Involvement dan Visual Branding terhadap Keputusan Pembelian Brand H&M di Surabaya.

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