PENGARUH INOVASI, HARGA, DAN KUALITAS PRODUK TERHADAP NIAT BELI LACHEL FASHION DI SHOPEE

Susanto, Dicky (2024) PENGARUH INOVASI, HARGA, DAN KUALITAS PRODUK TERHADAP NIAT BELI LACHEL FASHION DI SHOPEE. Skripsi thesis, Universitas Tarumanagara.

Text Dicky Susanto 115210319 JA.pdf Download (1MB)

Abstract

(A) DICKY SUSANTO (115210319)
(B) THE EFFECT OF INOVATION, PRICE, AND QUALITY PRODUCT ON
PURCHASE INTENTION LACHEL FASHION ON SHOPEE
(C) xviii + 97 pages, 2024, 36 tables, 7 figures, 12 attachments
(D) ENTREPRENEURSHIP MANAGEMENT
(E) Abstract : This study analyze the effect of innovation, price, and product
quality on purchase intention of Lachel fashion products on Shopee ecommerce.

This study uses a quantitative method with survey approach,
where questionnaires were distributed to 152 respondents who have
purchased Lachel products at Shopee. The sampling technique used was
non-probability sampling with purposive sampling method. The analysis
method in this study uses SEM with the Smart-PLS 4. The results showed a
significant relationship between the variables of innovation, price, and
product quality on consumer purchase intention on Lachel products at
Shopee. This study shows that fashion, especially Lachel, need to focus more
on developing strategies that emphasize innovation, competitive pricing,
and improving product quality to attract consumer purchase intentions.

(F) Innovation, Price, Product Quality, Purchase Intention
(G) 75 References (1991-2024)
(H) Dr. Sarwo Edy Handoyo, S.E., M.M., CIFM.

(A) DICKY SUSANTO (115210319)
(B) PENGARUH INOVASI, HARGA, DAN KUALITAS PRODUK
TERHADAP NIAT BELI LACHEL FASHION DI SHOPEE
(C) xviii + 97 Halaman, 2024, 36 tabel, 7 gambar, 12 lampiran
(D) MANAJEMEN KEWIRAUSAHAAN
(E) Abstrak : Penelitian ini bertujuan untuk menganalisis pengaruh inovasi,
harga, dan kualitas produk terhadap niat beli produk fashion Lachel di ecommerce

Shopee. Penelitian ini menggunakan metode kuantitatif dengan
pendekatan survei, di mana kuesioner disebarkan kepada 152 responden
yang pernah membeli produk Lachel di Shopee. Teknik pengambilan
sampel yang digunakan adalah non-probability sampling dengan metode
purposive sampling. Metode analisis dalam penelitian ini menggunakan
SEM dengan Smart-PLS 4. Hasil penelitian menunjukkan adanya hubungan
signifikan antara variabel inovasi, harga, dan kualitas produk terhadap niat
beli konsumen pada produk Lachel di Shopee. Studi ini menunjukkan
bahwa fashion, terutama Lachel, perlu lebih fokus dalam mengembangkan
strategi yang menonjolkan inovasi, penentuan harga yang kompetitif, dan
peningkatan kualitas produk untuk menarik niat beli konsumen.

(F) Inovasi, Harga, Kualitas Produk, Niat Beli
(G) 75 Referensi (1991-2024)
(H) Dr. Sarwo Edy Handoyo, S.E., M.M., CIFM.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	11 Jun 2025 03:36
Last Modified:	11 Jun 2025 03:36
URI:	https://repotest.untar.ac.id/id/eprint/47086

Actions (login required)

View Item