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All Journal Jurnal EMT KITA Journal of Economic, Bussines and Accounting (COSTING) Jurnal Informasi dan Teknologi Management Studies and Entrepreneurship Journal (MSEJ) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Darma Agung Jurnal Pengabdian Masyarakat Bhinneka Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK) Jurnal Abdimas Peradaban Journal of Management
Rahayu, Betty
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Journal : Jurnal EMT KITA

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Investigasi Dampak Harga dan Variety Seeking pada Keputusan Pembelian Online Elizabeth; Rahayu, Betty; Utiarahman, Nurnaningsih; Pradiptha, Anindya Putri; Butarbutar, Dicky Jhon Anderson
Jurnal EMT KITA Vol 9 No 2 (2025): APRIL 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i2.4007

Abstract

The purpose of this research is to test the influence of price and variety seeking on purchasing decisions for Zalora products. This research uses a quantitative method with regression analysis. The sampling technique uses purposive sampling and a sample size of 94 respondents was obtained by distributing questionnaires to consumers who have purchased Zalora products. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this research indicate that price and variety seeking, both partially and simultaneously, have a positive and significant effect on purchasing decisions for Zalora products. The R-Square Adjusted value of purchasing decisions is 0.791, which means that purchasing decisions are influenced by price and variety seeking variables by 79.1%, the remaining 20.9% is influenced by other factors outside this research, such as: location, buying interest, and others. The results of this research can be used as evaluation material for companies that trade fashion products to pay more attention to price and variety seeking so that purchasing decisions for their products can be optimized.
Co-Authors Ahmad, Srifatmawati Amruddin, Amruddin Askan, Askan Aslichah, Aslichah Azizi, Muhammad BillY Dewantara Butarbutar, Dicky Jhon Anderson Chairul Anam, Chairul Donny Dharmawan Dwijayani, Henny Elizabeth FAHRIZAL Ginting, Sunardi Herdiyanti, Herdiyanti Heru Widodo, Mochammad Hevi Susanti Irmawati Irmawati Jayanti, Ansri Judijanto, Loso Klemens Mere LAUNTU, ANSIR Lilis, Lilis Mahsunah, A’isyatin Manda, Darmawati Mas'ud, M. Imron Mertua Agung Durya, Ngurah Pandji Muhamad Teguh Setiadi Muliza Muliza, Muliza Muzajjad, Ach. Nur Salam Nurcahaya, Claudya Nurhayati, Wina PA Andiena Nindya Putri Piartrini, Putu Saroyini Pradiptha, Anindya Putri Putra S, Wahyu Surya Ramadhan, Gisela Putri Particia Retnowati, Eli Sami'un, Sami'un Setyawan, Antonius Ary Siddiqa, Heidi Siti Mardiana Siti Nurhayati Tirta Mulyadi Tituk Utari Triana, Triana Utiarahman, Nurnaningsih Yenni Kurnia Gusti Yunita, Eva Anggra ZA, Saida Zainurossalamia Zaman, Delfian