Pengaruh Inovasi Produk, Kualitas Pelayanan, Kualitas Produk terhadap Keputusan Pembelian Produk UMKM Online Fashion
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk, kualitas pelayanan, dan kualitas produk terhadap keputusan pembelian produk UMKM online fashion di Jakarta Barat. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan kausal komparatif. Dengan menggunakan teknik pengumpulan data nonprobability sampling dengan purposive sampling. Pengumpulan data melalui kuesioner yang memiliki ukuran sampel sebanyak 149 responden yang berpopulasi di Jakarta Barat. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS versi 4.1.0.8. Hasil penelitian menunjukkan bahwa inovasi produk, kualitas pelayanan, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian online fashion di Jakarta Barat.
This study aims to analyze the influence of product innovation, service quality, and product quality on the decision to purchase online fashion msme products in West Jakarta. The research method used is quantitative with comparative causal approach. By using nonprobability sampling data collection techniques with purposive sampling. Data collection through a questionnaire that has a sample size of 149 respondents who live in West Jakarta. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS software version 4.1.0.8. The results showed that product innovation, service quality, and product quality have a positive and significant influence on online fashion purchasing decisions in West Jakarta.
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