Faktor-Faktor Konsumen dalam Mencapai Keputusan Pembelian Produk Brand Fashion X di Jakarta
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Abstract
Seiring dengan berkembangnya zaman, persaingan di industri fashion menjadi lebih ketat dan luas. Kemajuan teknologi juga turut berkontribusi pada perkembangan yang saat ini sedang terjadi di industri fashion dengan dimungkinkannya pemasaran melalui media sosial. Namun, hal tersebut juga perlu diiringi dengan penataan toko yang baik untuk memberikan suasana toko yang nyaman dan penawaran harga yang menarik perhatian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh social media marketing, store environment, dan sales promotion terhadap keputusan pembelian. Populasi pada penelitian ini adalah seluruh konsumen brand fashion x yang berada di Jakarta. Dalam penelitian ini telah dikumpulkan sebanyak 110 responden yang merupakan konsumen produk brand fashion x di Jakarta. Metode pengumpulan sampel yang dipergunakan dalam penelitian ini adalah non-probability sampling dengan teknik pendekatan convenience sampling. Responden mengisi kuesioner secara online yang disebarkan melalui Google Form. Data pada penelitian ini dianalisis menggunakan teknik SEM (Structural Equation Modeling) dengan menggunakan software SmartPLS versi 4. Hasil pada penelitian ini menunjukkan bahwa social media marketing, store environment, dan sales promotion berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Hasil pada penelitian ini dapat digunakan oleh brand fashion x sebagai masukan untuk mempertahankan dan meningkatkan social media marketing, store environment, dan sales promotion yang ada karena dapat mempengaruhi keputusan konsumen untuk melakukan pembelian.
As time goes by, competition in the fashion industry becomes tighter and wider. Technological advances have also contributed to developments currently occurring in the fashion industry with the possibility of marketing via social media. However, this also needs to be accompanied by a good store layout to provide a comfortable store atmosphere and price offers that attract consumers' attention. The purpose of this research is to determine the influence of social media marketing, store environment, and sales promotion on purchasing decisions. The population in this research is all consumers of fashion brand x in Jakarta. In this research, 110 respondents were collected who were consumers of fashion brand x products in Jakarta. The sample collection method used in this research is non-probability sampling with a convenience sampling approach technique. Respondents filled out a questionnaire online which was distributed via Google Form. The data in this study were analysed using the SEM (Structural Equation Modelling) technique using SmartPLS version 4 software. The results of this study show that social media marketing, store environment, and sales promotion have a positive and significant influence on purchasing decisions. The results of this research can be used by fashion brand x as input to maintain and improve existing social media marketing, store environment and sales promotions because they can influence consumers' decisions to make purchases.
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