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Prasetya Nugeraha
Jurusan Ilmu Administrasi Bisnis, FISIP, Universitas Lampung
Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGALAMAN PELANGGAN, REFERENCE GROUP, PERSEPSI HARGA DALAM KEPUTUSAN PEMBELIAN PRODUK ETNIK FASHION Alfi Fajria Wibowo; Jeni Wulandari; Prasetya Nugeraha
Jurnal Perspektif Bisnis Vol 4 No 1 (2021): Jurnal Perspektif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (758.836 KB) | DOI: 10.23960/jpb.v4i1.24

Abstract

This study aimed to determine the effect of customer experience, reference group and price perception on consumer purchasing decisions at fashion ethnic product. The population in this study was the consumers of Juragan Kain Boutique. The data were obtained from questionnaires that were filled in online using a likert scale; the sampling technique used purposive sampling with total sample of 100 respondents of Juragan Kain Boutique consumers. The data analysis in this study used descriptive data analysis and multiple linear regression analysis. The results of this study indicated that customer experience; reference group and price perception partially and simultaneously had positive and significant effect on purchasing decision. In this study, price suitability with product quality was the dominant factor in price perception, because it determined the purchasing decision of the Juragan Kain boutique as an ethnic fashion product. Abstrak Penelitian ini bertujuan untuk mengetahui adakah pengaruh pengalaman pelanggan, reference group dan persepsi harga terhadap keputusan pembelian konsumen Butik Juragan Kain. Populasi dalam penelitian ini adalah konsumen Butik Juragan Kain. Data tersebut diperoleh dari kuisioner yang diisi secara online dengan menggunakan skala likert, teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 responden konsumen Butik Juragan Kain. Analisis data dalam penelitian ini menggunakan analisis data deskriptif dan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa pengalaman pelanggan, reference group dan persepsi harga, secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Pada penelitian ini kesesuaian harga dengan kualitas produk menjadi faktor dominan dari persepsi harga, karena menentukan keputusan pembelian Butik Juragan Kain sebagai produk ethnic fashion.
DAMPAK DIGITALISASI TERHADAP INDUSTRI SKINCARE Dila Komala Sari; Arif Sugiono; Prasetya Nugeraha
Jurnal Perspektif Bisnis Vol 4 No 1 (2021): Jurnal Perspektif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (487.547 KB) | DOI: 10.23960/jpb.v4i1.51

Abstract

This study aimed to determine how much influence e-service quality, e-advertisement, and celebrity endorser had on online purchasing decisions at Bening's Clinic skincare. The population in this study were Bening's Clinic consumers. The data were obtained from questionnaires that were filled out online using a Likert scale,. The sampling technique used was purposive sampling technique with a total sample size of 385 respondents from Bening's Clinic consumers. The data analysis of this research used descriptive data analysis and multiple linear regression analysis. The results of this study indicated that e-service quality partially did not had a significant effect on purchasing decisions, e-advertisement and celebrity endorsers partially have a significant effect on online purchasing decisions at Bening's Clinic skincare. In this study, trust and response were dominant factors that need to be maintained, because they determined Bening's Clinic's online skincare purchase decision as a beauty product. Abstrak Penelitian ini bertujan untuk mengetahui seberapa besar pengaruh e-service quality, e- advertisement, dan celebrity endorser terhadap keputusan pembelian secara online pada skincare Bening’s Clinic. Populasi dalam penelitian ini adalah konsumen Bening’s Clinic. Data tersebut diperoleh dari kuesioner yang diisi secara online dengan menggunakan skala likert, . teknik pengambilan sampel menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 385 responden konsumen Bening’s Clinic. Analisis data penelitian ini menggunakan analisis data deskriptif dan analisis regresi linear berganda.Hasil penelitian ini menunjukkan bahwa e-service quality secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian, e- advertisement dan celebrity endorser secara parsial berpengaruh signifikan terhadap keputusan pembelian secara online pada skincare Bening’s Clinic. Pada penelitian ini kepercayaan dan respon menjadi faktor dominan yang perlu dipertahankan, karena menentukan keputusan pembelian online skincare Bening’s Clinic sebagai produk kecantikan.
Co-Authors Alfi Fajria Wibowo Arif Sugiono Dila Komala Sari Jeni Wulandari