品牌形象和生活方式对在 Shopee 网上商店购买时尚产品决策的影响

Tri Ani Tunggal Dewi, Shinta Putri Suhalim, V. Oktaviani
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引用次数: 0

摘要

ABSTRAKUntuk mengetahui ada tidaknya hubungan antara gender and gaya hidup terhadap pilihan membeli barang fashion di toko online shopee, maka tujuan dari penelitian ini adalahuk mengetahui hal tersebut.在网上购物项目中,您可以获得初级数据和高级数据。在购物网站 Shopee 上,有大量的个人或实体在网上购物,这些个人或实体都是购物的忠实用户。在该网站上,共有 107 个样本。在网上购物网站 Shopee,您可以购买到各种时尚单品。在当前情况下,各种不同的 "毯子 "将成为在线购物网站上销售时尚产品的主要来源。ABSTRACT为了确定顾客对品牌的看法和他们的个人生活方式在多大程度上影响了他们从 Shopee 购买服装和配饰的决定,本研究的目标是调查两者之间的关系。本研究使用了第一手和第二手信息来源。本研究的目标受众是网上购物的客户,尤其是那些对时尚感兴趣、创建了自己的 Shopee 在线业务或经常在 Shopee 购物的客户。本次调查使用了 107 个样本。研究结果显示,消费者对品牌的看法并不影响他们决定是否在Shopee网店购买时尚商品。然而,影响消费者生活方式的因素确实会影响他们选择购买的时尚产品。 关键词:品牌形象、生活方式、购买决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pengaruh Citra Merek dan Gaya Hidup Terhadap Keputusan Pembelian Produk Fashion Pada Toko Online Shopee
ABSTRAK Untuk mengetahui ada tidaknya hubungan antara gender dan gaya hidup terhadap pilihan membeli barang fashion di toko online shopee, maka tujuan dari penelitian ini adalah untuk mengetahui hal tersebut. Baik data primer maupun data sekunder digunakan dalam proyek penelitian ini. Untuk keperluan penelitian ini, demografi minat terdiri dari individu-individu yang telah melakukan atau kemungkinan akan melakukan pembelian online dari pengecer online Shopee, yang secara khusus tertarik untuk membeli barang-barang fesyen. Untuk keperluan penyelidikan ini, total 107 sampel dikumpulkan. Berdasarkan temuan penelitian ini, merek tidak berperan dalam pilihan pembelian item fashion di toko online Shopee. Di sisi lain, variabel gaya hidup mempunyai peranan yang bermanfaat terhadap keputusan pembelian produk fashion di toko online Shopee. Kata Kunci: Citra Merek, Gaya Hidup,Keputusan Pembelian.   ABSTRACT To determine the extent to which customers' opinions of brands and their personal lifestyles impact their decisions to purchase apparel and accessories from Shopee, the goal of this study is to investigate the relationship between the two. For the purpose of this investigation, both primary and secondary sources of information were used. Customers who shop online, especially those who have an interest in fashion and who have either created their own shopee online businesses or shop there often, are the target audience for this study. 107 samples were used for the purpose of this inquiry. According to the results of this research, consumers' views of brands do not influence their decisions on whether or not to purchase fashion goods from Shopee's online stores. However, the elements that influence consumers' lifestyles do influence the fashion products that they choose to purchase. Keywords : Brand Image, Lifestyle, Purchasing Decisions.
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