Pengaruh Persepsi Harga, E wom, dan Perceived Quality terhadap Keputusan Pembelian pada Outlet Ayesh di Tuban (Studi Kasus pada Konsumen Outlet Ayesh di Kecamatan Palang Tuban)

jeffry, wahyu eka pratama (2025) Pengaruh Persepsi Harga, E wom, dan Perceived Quality terhadap Keputusan Pembelian pada Outlet Ayesh di Tuban (Studi Kasus pada Konsumen Outlet Ayesh di Kecamatan Palang Tuban). Undergraduate thesis, universitas 17 agustus 1945 surabaya.

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Abstract

This study aims to analyze the influence of Price Perception (X1), Electronic Word of Mouth (E-WOM) (X2), and Perceived Quality (X3) on Purchase Decisions (Y) among consumers of Ayesh Outlet in Palang District, Tuban. The background of this research is the increasing competition in the local fashion business, which requires business owners to understand key factors influencing consumer purchasing behavior, particularly in terms of price evaluation, product quality, and digital information obtained from other consumers. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents who had previously purchased products at Ayesh Outlet. The sample size was determined using the Lemeshow formula. The collected data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (Adjusted R²). The results of the study indicate that Price Perception, Electronic Word of Mouth, and Perceived Quality each have a significant partial effect on Purchase Decisions. Among the three independent variables, Perceived Quality shows the strongest influence, indicating that consumers prioritize product quality when making purchasing decisions. Electronic Word of Mouth also plays an important role through online reviews and recommendations that shape consumer trust, while Price Perception has a significant but relatively smaller effect. Simultaneously, Price Perception, Electronic Word of Mouth, and Perceived Quality significantly influence purchase decisions at Ayesh Outlet. The Adjusted R² value shows that a substantial proportion of purchasing decisions can be explained by these variables, while the remainder is influenced by other factors such as brand image, promotion strategies, fashion trends, and consumer psychological aspects. Overall, this study confirms that improving product quality, maintaining positive online reviews, and setting appropriate prices are crucial strategies for enhancing consumer purchase decisions in local fashion businesses. Keywords: Price Perception, Electronic Word of Mouth, Perceived Quality, Purchase Decision.

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