Dariyanto, Anan (2024) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION ERIGO DI SHOPEE (Studi Kasus Mahasiswa Prodi Manajemen Angkatan 2020-2021 Universitas 17 Agustus 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Erigo merupakan brand fashion pria dan wanita buatan asli Indonesia. Yang dibuat dengan material berkualitas terbaik dan desain yang unik terdiri atas kaos, kemeja, jaket, celana, dan tas. Penelitian ini memiliki tujuan seberapa besar pengaruh persepsi harga, kualitas produk, dan gaya hidup terhadap keputusan pembelian produk fashion Erigo di shopee. Metode penelitian yang digunakan dalam penelitian ini ialah kuantitatif. Data dikumpulkan melalui penyeberan kuisioner online maupun offline. Sampel dalam penelitian ini menggunakan 83 responden dengan mengunakan metode purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan menggunakan SPSS versi 27. Hasil penelitian ini menunjukan bahwa variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian ini diketahui bahwa persepsi harga, kualitas produk, dan gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Persepsi Harga, Kualitas Produk, Gaya Hidup, Keputusan Pembelian
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Persepsi Harga, Kualitas Produk, Gaya Hidup, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000056 Anan Dariyanto |
| Date Deposited: | 21 Jul 2026 07:05 |
| Last Modified: | 21 Jul 2026 07:05 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34486 |
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