Pengaruh Persepsi Harga, Brand Image dan Pengalaman Belanja Online terhadap Purchase Decision Product Fashion di Kalangan Milenial di Jakarta

Abstract

The purpose of this study was to determine the effect of Price Perception, Brand Image, and Online Shopping Experience on the Purchase decision of fashion products in millennial Jakarta. Data were collected by distributing questionnaires to 120 respondents, the data were processed using SPSS version 24.0. The results of the study provided empirical evidence that price perceptions partially have a positive and significant effect on purchasing decisions, brand image partially has a positive and significant effect on purchasing decisions, the online shopping experience partially has a positive and significant effect on purchasing decisions, and price perspective, brand image online shopping experience simultaneously has a positive and significant effect on purchasing decisions. This study provides input to academics and fashion companies on how to improve purchasing decisions. Tujuan penelitian ini adalah untuk mengetahui pengaruh Persepsi Harga, Brand Image, dan pengalaman berbelanja online terhadap Purchase decision produk fashion di kalangan milenial Jakarta. Pengambilan data dilakukan dengan melakukan penyebaran kuesioner kepada 120 orang, data diolah menggunakan SPSS versi 24.0. Hasil penelitian memberikan bukti empiris bahwa persepsi harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, pengalaman belanja online secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, dan persepsi harga, brand image dan pengalaman belanja online secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini memberikan masukan kepada akademisi dan perusahaan fashion bagaimana meningkatkan keputusan pembelian.