Peran Penggunaan Website dan Kualitas Produk dalam Keputusan Pembelian pada Produk Fashion

Authors

  • Adri Arisena Arisena Universitas Koperasi Indonesia
  • Gijanto Purbo Suseno Universitas Koperasi Indonesia
  • Mohammad Fahreza Universitas Koperasi Indonesia

DOI:

https://doi.org/10.32670/coopetition.v14i2.3305

Keywords:

Keputusan Pembelian, Kualitas Produk, Website

Abstract

Consumer decision making is an integration process that combines knowledge to evaluate two or more alternative behaviors and choose one of them. The result of this integration process becomes a choice that is presented cognitively as a desire to behave. This research is motivated by the problem of declining sales over the last two years. This decrease in sales is allegedly due to the unattractive appearance of the website in accordance with 7C, namely context, content, community, customization, communication, commerce and connection, then changes in consumer perceptions of product quality resulting in a decrease in purchasing decisions. There are three variables in this research, namely the use of the website ( X1), product quality as the independent variable (X2) and purchase decision as the dependent variable (Y), with data sources from the literature obtained from the results of literature studies and from references in the form of book and internet sources related to research. The results of this study indicate that the use of the website and product quality are considered quite good by consumers and consumers feel confident about their purchasing decisions.

Downloads

Download data is not yet available.

References

Aaker, David A. 2018. Manajemen Ekuitas Merek: Memanfaatkan Nilai dari Suatu Merek. Jakarta: Mitra Utama.

Abdurahman Maman. Sambas, Ali Muhidin, Ating Somantri, 2011, Dasar-dasar Metode Statistika Untuk Penelitian. Bandung: Pustaka Setia.

Buchari Alma, 2011. Manajemen Pemasaran dan Pemasaran Jasa, Cetakan Kesembelian. Bandung: Alfabeta.

Dharmmesta, Basu Swastha dan T. Hani Handoko. 2012. Manajemen Pemasaran. Edisi Pertama Cetakan Kelima. Yogyakarta: BPFE.

Darmadi Durianto. 2011. Strategi Menaklukkan Pasar melalui Riset Ekuitas dan Perilaku Merek.

Fandy Tjiptono. 2014, Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian. Yogyakarta : Andi Offset.

Istanto, Freddy H. (2001). Perancangan Situs Web untuk Media Komunikasi Visual. Jakarta: Nirmana.

Kotler, Philip & Garry Armstrong. 2010. Prinsip-Prinsip Pemasaran, Edisi Kedua Belas. Jakarta : Erlangga

Kotler, Philip & Keller, K.L. 2012. Marketing Management (14th ed). Global edition: Pearson Education.

Kotler, Philip. 2012. Manajemen Pemasana, Analisis Perencanaan dan Pengendalian, Jilid II, Edisi 13, Jakarta : Prehallindo.

Mullins, Orville, Larreche dan Boyd. 2005. Marketing Management: A Strategic, Decision Making Approach, 6th edition. New York: McGraw-Hill.

Peter J Paul dan Olson Jerry C. 2013. Consumer Behavior and Marketing Strategy. New York : Mc Graw Hill.

Schiffman, Leon G., dan Kanuk, Leslie Lazar. 2010. Perilaku Konsumen. Alih bahasa Zulkifli Kasip. Jakarta : Gramedia.

Sugiyono. 2017. Metode Penelitian Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Downloads

Published

2023-06-13

How to Cite

Arisena, A. A., Purbo Suseno, G. ., & Fahreza, M. . (2023). Peran Penggunaan Website dan Kualitas Produk dalam Keputusan Pembelian pada Produk Fashion. Coopetition : Jurnal Ilmiah Manajemen, 14(2), 253–266. https://doi.org/10.32670/coopetition.v14i2.3305