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.
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- UT - Management [3374]