Analisis Pengaruh Gender Terhadap Keputusan Minat Beli pada Produk Fashion Secara Online di Batam

Happi, Yuri (2020) Analisis Pengaruh Gender Terhadap Keputusan Minat Beli pada Produk Fashion Secara Online di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan penulis dalam melakukan penelitian ini adalah untuk mengetahui apakah ada pengaruh gender dalam mengambil keputusan minat beli terhadap produk fashion secara online di Batam. Penelitian ini membahas tentang pengaruh interactivity, vividness, diagnostics (information), perceived risk. attitude towards product online presentantion terhadap purchase intention Penelitian ini menggunakan Smart PLS 3.0 dan IBM SPSS Statistic 22 dalam mengolah maupun menganalisis data primer yang dikumpulkan dengan menggunakan kuisioner. Kuisioner disebarkan melalui online dengan responden sebanyak 265 orang, yang terpakai 250 responden, laki-laki 113 orang dan perempuan 137 orang. Teknik yang digunakan dalam menentukan sampel penelitian yaitu purposive sampling. Hasil dari penelitian ini menunjukkan pengaruh signifikan yang positif interactivity, vividness, diagnostics (information), perceived risk, dan attitude towards online product presentation terhadap purchase intention. Sehingga hal ini mengindikasikan bahwa perusahaan perlu memperhatikan hal-hal yang mempengaruhi minat beli.----------------------------------The purpose of the author in conducting this research is to determine whether there is an influence of gender in making decisions on buying interest towards online fashion products in Batam. This study discusses the effect of interactivity, vividness, diagnostics (information), perceived risk. attitude towards online product presentation towards purchase intention This study uses Smart PLS 3.0 and IBM SPSS Statistic 22 in processing and analyzing primary data collected using a questionnaire. The questionnaire was distributed online with 265 respondents, 250 respondents were used, 113 men and 137 women. The technique used in determining the research sample is purposive sampling. The results of this study indicate a significant positive effect on interactivity, vividness, diagnostics (information), perceived risk, and attitude towards online product presentation on purchase intention. So this indicates that the company needs to pay attention to things that affect buying interest.

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