SKRIPSI MBS

Pengaruh Foto, Harga, Dan Ulasan Pelanggan Terhadap Keputusan Pembelian Produk Fashion Wanita (Studi Kasus Pada Masyarakat Kota Solo)

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ABSTRACT

The very rapid technological advances accompanied by the occurrence of
a pandemic make it a demand for the community to find gaps in utilizing
technology as best as possible in doing business. Indonesian people's data in the
use of the Shopee application is increasing. The number of sellers in the Shopee
online market makes the competition even tougher, and consumers will be more
selective in choosing the products they will buy.
The research area was conducted in the city of Solo. This study uses
quantitative methods. This method is used to build hypotheses and empirically test
the tested hypotheses. In research, this method is presented in the form of
numbers.
The population of this research is women's fashion consumers in the city
of Solo. The criteria are women who have a Shopee account, are used to shopping
at Shopee or at least once, and the age range is 17-25 years. Considerations in this
study include: Consumers have the Shopee application, Shopee consumers who
are domiciled in Solo City, Have made a purchase transaction at least once
through the Shopee application.
The results given by respondents to the questions in the questionnaire, that
product photos have a significant influence on consumer buying interest. This
conclusion can be seen from the questions in the questionnaire that purchasing
decisions can be influenced by photos that display product details, product photos
that have emotional value, product photos that have visual aesthetic value and
product photos that have allure if mixed and matched with other products. . The
results of the research on the price variable do not have a significant effect on
purchasing decisions. This conclusion can be seen from the questions in the
questionnaire that consumer purchasing decisions are not always influenced by
product prices below the market, balance with product quality, reference prices
and price suitability and benefits. Purchase decisions are influenced by customer
reviews or ratings in the comments column. The assessment in question includes
consumer considerations by looking at reviews in the comments column, store
performance, social value and price suitability.
Keywords: product photos, price, customer reviews, purchasing decisions

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DWI p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 68 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3 DWI p 22

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dwi Prasetyo

Versi lain/terkait

Lampiran Berkas

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