Zafira, Annisa Tiara (2022) Pengaruh Kualitas Produk, Harga, dan Gaya Hidup terhadap Keputusan Pembelian Online Thrift Store di Kota Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kegiatan jual beli barang bekas sudah lama dilakukan selama berabad-abad yang lalu. Pertumbuhan konsumsi produk thrift semakin meningkat dan menimbulkan pertanyaan mengapa konsumen membeli produk pakaian bekas. Digitalisasi teknologi dan pertumbuhan internet juga memicu munculnya tren penggunaan pakaian bekas tersebut. Akibat tren tersebut, muncul peluang besar yang timbul bagi pelaku bisnis. Karena hal tersebut, penting untuk pelaku bisnis thrift memperhatikan faktor yang mempengaruhi keputusan pembelian produk thrift. Maka dari itu, penelitian ini bertujuan untuk menganalisis pengaruh dari beberapa faktor yaitu kualitas produk, harga, dan gaya hidup terhadap keputusan pembelian online thrift store di kota Surabaya. Penelitian ini menggunakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian tersebut, maka teknik pengolahan data yang dilakukan pada penelitian ini menggunakan analisis deskriptif dan SEM. Pengumpulan data dilakukan dengan penyebaran kuisioner online yang disebarkan pada 204 responden yang berdomisili di kota Surabaya dan pernah melakukan pembelian pada online thrift store. Hasil yang didapatkan dari penelitian ini adalah dari 3 hipotesis penelitian, terdapat 1 hipotesis yang ditolak. Kualitas produk dan gaya hidup berpengaruh positif terhadap keputusan pembelian online thrift store di kota Surabaya, sedangkan harga berpengaruh negatif terhadap keputusan pembelian online thrift store di kota Surabaya. Terdapat implikasi manajerial yang disusun untuk pelaku bisnis online thrift store seperti meningkatkan kualitas sosial media dan memperhatikan tren dengan tujuan meningkatkan keputusan pembelian konsumen pada bisnis mereka.
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The activity of buying and selling used goods has been carried out for centuries. The growth in consumption of thrift products is increasing and raises the question of why consumers buy used clothing products. The digitalization of technology and the growth of the internet have also triggered the trend of using used clothing. As a result of this trend, there are great opportunities that arise for business people. Because of this, it is important for business people who sell thrift clothing to pay attention to the factors that influence the buyer's decision to buy thrift products. Therefore, this study aims to analyze the influence of several factors, namely product quality, price, and lifestyle on purchasing decisions at online thrift stores in Surabaya. This study uses a conclusive descriptive - multiple cross sectional research model with a quantitative approach. To achieve the research objectives, the data processing techniques carried out in this study used descriptive analysis and SEM. Data was collected by distributing online questionnaires to 204 respondents who live in Surabaya and have made purchases at online thrift stores. The results obtained from this study are from 3 research hypotheses, there is 1 hypothesis that is rejected. Product quality and lifestyle have a positive effect on purchasing decisions for online thrift stores in Surabaya, while price has a negative effect on purchasing decisions for online thrift stores in Surabaya. There are managerial implications that can be used for online thrift store businesses such as improving the quality of social media and paying attention to trends with the aim of improving consumer purchasing decisions for their business.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Keputusan Pembelian, Online Thrift Store, SEM Online Thrift Store, Purchase Decision, SEM |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Annisa Tiara Zafira |
| Date Deposited: | 08 Feb 2022 13:29 |
| Last Modified: | 08 Feb 2022 13:29 |
| URI: | http://repository.its.ac.id/id/eprint/93130 |
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