Pengaruh Kepuasan Konsumen dan Kualitas Produk terhadap Keputusan Pembelian Melalui Situs Zalora

Febryanty, Savira (2024) Pengaruh Kepuasan Konsumen dan Kualitas Produk terhadap Keputusan Pembelian Melalui Situs Zalora. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

	Text PENDAHULUAN.pdf Download (687kB)
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Abstract

The purpose of this study was to determine the effect of customer satisfaction on purchasing decisions through the Zalora website, and the effect of product quality on purchasing decisions through the Zalora website. This research is a survey study. The research method used is quantitative. The population in this study consists of Zalora consumers residing in Bekasi City who have made at least one purchase. The sample in this study consists of 100 respondents. The data collection technique uses a questionnaire. The results of the study showed that the regression coefficient on the consumer satisfaction variable (β1) was 0.503, product quality (β2) was 0.434. The consumer satisfaction variable has a positive and significant effect as evidenced by the t-count value of 3.210 while the t-table is 1.660. The product quality variable has a positive and significant effect on purchasing decisions as evidenced by the t-count value of 7.037 while the t-table is 1.660. The consumer satisfaction and product quality variables together have a positive and significant effect on consumer purchasing decisions with an F-count value of 510.363 greater than F-table 3.09

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