Analisis Faktor- Faktor yang Memengaruhi Keputusan Pembelian Produk Fashion Melalui E-commerce di Jawa Timur Menggunakan Structural Equation Modeling – Partial Least Squares (SEM–PLS)

Simangunsong, Hana (2025) Analisis Faktor- Faktor yang Memengaruhi Keputusan Pembelian Produk Fashion Melalui E-commerce di Jawa Timur Menggunakan Structural Equation Modeling – Partial Least Squares (SEM–PLS). Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5003211043-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Perkembangan e-commerce di Indonesia, khususnya di Jawa Timur, menunjukkan pertumbuhan yang pesat dalam beberapa tahun terakhir seiring dengan meningkatnya penggunaan internet dan perangkat digital, serta perubahan perilaku konsumen dalam berbelanja. Transformasi dari transaksi konvensional ke digital telah membuka peluang besar bagi platform e-commerce untuk berkembang dan bersaing dalam menarik minat konsumen. Peningkatan preferensi masyarakat terhadap kemudahan, kenyamanan, serta variasi produk mendorong peningkatan volume transaksi e-commerce. Penelitian ini bertujuan untuk menguji pengaruh promosi, harga, karakteristik produk, dan minat beli terhadap keputusan pembelian produk fashion melalui e-commerce. Data diperoleh melalui penyebaran kuesioner kepada responden di wilayah Jawa Timur, dengan kriteria responden. Generasi Z dan Milenial berdomisili di Jawa Timur serta pernah menggunakan platform e-commerce untuk berbelanja produk fashion. Metode pengambilan sampel yang digunakan adalah purposive sampling, dengan penentuan jumlah responden menggunakan rumus Lemeshow dan melalui perhitungan diperoleh jumlah responden sebanyak 386. Namun, dalam penelitian ini jumlah responden yang berhasil dikumpulkan sebanyak 400 orang di mana jumlah responden Gen Z sebanyak 342 orang dan Gen Millenial sebanyak 58 orang, sehingga diharapkan hasil yang diperoleh menjadi lebih akurat dan representatif. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling–Partial Least Square (SEM-PLS) dengan membandingkan hasil analisis antara Gen Z dan Millenial, karena mampu menangani hubungan kompleks antar variabel laten dan sesuai untuk data yang tidak berdistribusi normal. Hasil penelitian menunjukkan bahwa pada Generasi Z, variabel promosi berpengaruh langsung signifikan terhadap keputusan pembelian, namun berpengaruh secara tidak langsung melalui minat beli sebagai variabel intervening, dan variabel harga tidak berpengaruh langsung terhadap keputusan pembelian melalui minat beli. Minat beli terbukti berpengaruh signifikan terhadap keputusan pembelian pada Generasi Z walaupun harga tidak dapat di mediasi melalui minat beli. Sebaliknya, pada Generasi Milenial, pengaruh tidak langsung dari karakteristik produk, promosi, dan harga terhadap keputusan pembelian tidak ditemukan signifikan. Namun variabel karakteristik produk, dan minat beli berpengaruh langsung signifikan terhadap keputusan pembelian.
===================================================================================================================================
The development of e-commerce in Indonesia, particularly in East Java, has shown rapid growth in recent years, in line with the increasing use of the internet and digital devices, as well as shifts in consumer shopping behavior. The transformation from conventional to digital transactions has opened significant opportunities for e-commerce platforms to grow and compete in attracting consumer interest. The rising preference for convenience, comfort, and product variety has driven an increase in e-commerce transaction volume. This study aims to examine the influence of promotion, price, product characteristics, and purchase intention on purchase decisions of fashion products through e-commerce platforms. Data were collected through questionnaires distributed to respondents in East Java, specifically targeting Generation Z and Millennials who reside in East Java and have previously used e-commerce platforms to purchase fashion products. The sampling method used was purposive sampling, and the number of respondents was determined using the Lemeshow formula, resulting in a target of 386 respondents. However, this study successfully collected data from 400 respondents, consisting of 342 Gen Z and 58 Millennials, which is expected to enhance the accuracy and representativeness of the results. The analytical method employed was Structural Equation Modeling–Partial Least Squares (SEM-PLS), with a comparative analysis between Gen Z and Millennials, as it is suitable for handling complex relationships among latent variables and non-normally distributed data. The results show that among Generation Z, promotion has a significant direct effect on purchase decisions, and also an indirect effect through purchase intention as a mediating variable. However, price does not significantly affect purchase decisions indirectly through purchase intention. Purchase intention is proven to have a significant effect on purchase decisions among Generation Z, although it does not mediate the effect of price. Conversely, for Millennials, the indirect effects of product characteristics, promotion, and price on purchase decisions are not significant. However, both product characteristics and purchase intention have a significant direct effect on purchase decisions.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	E-commerce, Harga, Karakteristik Produk, Keputusan Pembelian, Promosi, SEM-PLS, E-commerce, Price, Product Characteristics, Promotion, Purchasing Decisions, SEM-PLS
Subjects:	Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis
Depositing User:	Hana Maria Simangunsong
Date Deposited:	01 Aug 2025 09:43
Last Modified:	01 Aug 2025 09:43
URI:	http://repository.its.ac.id/id/eprint/126235

Actions (login required)

View Item