Faktor-Faktor yang Berpengaruh Terhadap Purchase Decision dan Repurchase Intention Produk Erigo di Jabodetabek

Abstract

Erigo adalah merek pakaian lokal asal Indonesia yang berhasil menampilkan koleksinya di ajang New York Fashion Week 2022. Pencapaian ini menunjukkan kompetensi Erigo dalam pemasaran dan penjualan produknya. Penelitian ini secara garis besar bertujuan untuk menganalisis pengaruh conformity, devotion, fanaticism, perceived enjoyment, dan perceived price terhadap purchase decision dan repurchase intention produk Erigo di Jabodetabek. Teknik penentuan sampel dilakukan menggunakan non-probability sampling dengan metode purposive sampling. Sumber data yang digunakan terdiri dari data primer berupa kuesioner dan data sekunder berupa literatur terkait. Teknik analisis data yang digunakan adalah analisis deskriptif dan SEM-PLS. Hasil dari penelitian ini menunjukkan bahwa devotion, fanaticism, dan perceived price memiliki pengaruh yang signifikan terhadap purchase decision. Conformity, perceived enjoyment, dan purchase decision memiliki pengaruh yang signifikan terhadap repurchase intention.

Erigo is Indonesian clothing brands that successfully shows their collection at New York Fashion Week 2022. This achievement shows Erigo's competence in marketing and selling aspects. This study aims to analyze the effect of conformity, devotion, fanaticism, perceived enjoyment, and perceived price on purchase decisions and repurchase intentions of Erigo products, especially for consumer that domicile in Jabodetabek area. The sampling technique is using non-probability sampling with a purposive sampling method. Data sources that used in this research are consisted of primary data in the form of questionnaires and secondary data in the form of related literature. The data analysis technique used is descriptive analysis and SEM PLS. The results of this study showed that devotion, fanaticism, and perceived price have significant effect to purchase decision. Conformity, perceived enjoyment, and purchase decision have significant effect to repurchase intention.