The Influence of Product Quality, Product Price, Trust and Digital Marketing on Online Fashion Product Purchase Decisions-Reference-Cited by-同舟云学术

The Influence of Product Quality, Product Price, Trust and Digital Marketing on Online Fashion Product Purchase Decisions

Published:2022-12-31 Issue: Volume:7 Page:
ISSN:2714-7444
Container-title:Academia Open
language:
Short-container-title:acopen

Author:

Okta Elis,Ambarwati Rita

Abstract

This study aims to determine the effect of product quality, product price, trust, and digital marketing on online purchasing decisions for fashion products at the Qiyara boutique in Sidoarjo. In this study, this study used quantitative research with hypothesis testing. The sample used in this study was 100 respondents from the Qiyara boutique, using a non-probability sampling technique with the type of accidental sampling technique. In this study, an analytical tool is used, namely the path analysis technique with the help of the SmartPLS software version 3.0 windows. In this study, primary data were obtained from questionnaires which were measured using a Likert scale which was then tested for validity and reliability. The results of this study prove that (1) the product quality variable is positively related, but not significant to online purchasing decisions. (2) product price variable has a positive but not significant relationship with online purchasing decisions. (3) the trust variable has a positive and significant relationship with online purchasing decisions. (4) digital marketing variables are positively and significantly related to online purchasing decisions.

Publisher

Universitas Muhammadiyah Sidoarjo

Subject

General Medicine

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