PENGARUH ATRIBUT PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MEDIA SOSIAL FACEBOOK

Jurnal Manajemen Dan Kewirausahaan Pub Date : 2022-08-05 DOI:10.55598/jmk.v14i1.26998

Irma Sri Wahyuni, Hayat Yusuf, Sinarwati Sinarwati, N. Nasrul, Sudirman Zaid

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Abstract

This study aims to determine: (1) the influence of product attributes towards purchase decision of fashion products at online shop through social media Facebook, (2) the influence of service quality towards purchase decision of fashion products at online shop through social media Facebook, and (3) the influence of product attributes and service quality simultaneously towards purchase decision of fashion products at online shop through social media Facebook. This research takes 90 samples from the customer of the ofmanagement student, economics and bussiness faculty halu oleo university. The analysis technique used is multiple linear regression and uses the help of the IBM SPSS version 16 application using a standard significance of 5%. Based on the results of the analysis in this study, it can be concluded that product attributes and service qualitytogether have a positive and significant effect on purchasing decision, product attributes has a positive and significant effect on purchasing decision and Service Quality has a significant positive effect on Purchasing Decision.

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产品属性和服务质量对社交媒体上购买时尚产品决策的影响

本研究旨在确定:(1)产品属性对通过社交媒体Facebook在网上商店购买时尚产品决策的影响;(2)服务质量对通过社交媒体Facebook在网上商店购买时尚产品决策的影响;(3)产品属性和服务质量同时对通过社交媒体Facebook在网上商店购买时尚产品决策的影响。本研究选取了90个样本，样本来自哈尔滨大学管理专业学生、经济与商业学院的客户。使用的分析技术是多元线性回归，并使用IBM SPSS version 16应用程序的帮助，使用5%的标准显著性。根据本研究的分析结果，可以得出产品属性和服务质量共同对购买决策具有积极显著的影响，产品属性对购买决策具有积极显著的影响，服务质量对购买决策具有显著的积极影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Jurnal Manajemen Dan Kewirausahaan

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审稿时长

12 weeks