Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Fashion Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Prodi Manajemen angkatan 2020-2021 Universitas 17 Agustus 1945 Surabaya). (The Influence of Brand Image, Price Perception, and Product Quality on Fashion Purchase Decisions on the Shopee Marketplace (A Case Study on Management Program Students, Class of 2020-2021, Universitas 17 Agustus 1945 Surabaya)).

Kurniawan, Danu Utoyo (2024) Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Fashion Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Prodi Manajemen angkatan 2020-2021 Universitas 17 Agustus 1945 Surabaya). (The Influence of Brand Image, Price Perception, and Product Quality on Fashion Purchase Decisions on the Shopee Marketplace (A Case Study on Management Program Students, Class of 2020-2021, Universitas 17 Agustus 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian kali ini bertujuan guna menganalisis pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Fashion di Marketplace Shopee. Studi kasus pada Mahasiswa Prodi Manajemen Angkatan 2020- 2021 Universitas 17 Agustus 1945 Surabaya. Hasil yang didapat dalam penelitian ini ialah variabel Citra Merek, Persepsi Harga dan Kualitas Produk menunjukkan adanya pengaruh yang signifikan Terhadap Keputusan Pembelian Fashion di Marketplace Shopee. Penelitian ini menggunakan non probability sampling dengan jumlah sampel sebanyak 85 responden, data yang digunakan dalam penelitian ini berasal dari kuesioner. Analisis data yang digunakan dalam penelitian ini ialah analisis regresi linear berganda, dengan melakukan uji T, uji F, serta uji Koefisien determinasi (R2 ) sebagai uji hipotesis yang telah ada. Hasil dari penelitian ini menunjukkan jika keseluruhan indikator yang digunakan dalam penelitian kali ini bersifat valid serta realibel. Hasil uji T menunjukkan jika Citra Merek, Persepsi Harga dan Kualitas Produk secara parsial berpengaruh signifikan terhadap keputusan pembelian. Untuk uji F menghasilkan Citra Merek, Persepsi Harga serta Kualitas Produk secara simultan berpengaruh signifikan terhadap Keputusan Pembelian. Sedangkan hasil uji koefisien determinasi (R2 ) menghasilkan pengaruh variabel independen terhadap dependen yakni sebesar 64,1% sedangkan untuk sisanya sebesar 35,9% dipengaruhi oleh variabel lain di luar model yang diteliti saat ini.

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