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All Journal Jurnal Mahasiswa Jurusan Arsitektur Jurnal EMT KITA Jurnal Informasi dan Teknologi AJAD : Jurnal Pengabdian kepada Masyarakat JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Jurnal Ilmu Hukum: Alethea International Journal of Travel, Hospitality and Events Jurnal Sistim Informasi dan Teknologi Paulus Civil Engineering Journal Jurnal Indonesia : Manajemen Informatika dan Komunikasi Amerta The Indonesian Journal of General Medicine Jurnal Ilmu Pendidikan Guru Sekolah Dasar dan Usia Dini (PEDASUD)
Elizabeth
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Journal : Jurnal EMT KITA

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Pengaruh Variety Seeking dan Minat Beli Terhadap Keputusan Pembelian Baihaqi, Ahmad Imam; Sartika, Fani; Supiati; Elizabeth; Nurlina
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.v9i2.3968

Abstract

The purpose of this research is to analyze and test the influence of Variety Seeking and purchase interest on the decision to purchase Zalora products. This research uses a quantitative method with regression analysis. The sampling technique uses purposive sampling and the number of samples as many as 71 respondents was obtained by distributing questionnaires to consumers who have shopped at Zalora. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this research show that purchase interest has a significant effect on the decision to purchase Zalora products, while variety seeking does not have a significant effect on the decision to purchase Zalora products. The results of this research can be used as evaluation material for the management of companies that trade fashion products to pay more attention to purchase interest so that the decision to purchase Zalora products can be improved.
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 Abdurohim Agus Sriyanto Alpius Ambarura, Dicky Josua Milenio Angga Anindya Putri Pradiptha Arif Syaifudin, Arif Baihaqi, Ahmad Imam Bambang Sugiharto Budi Sulistiarini, Emma Butarbutar, Dicky Jhon Anderson Christianty, Felisya Paramitha Deli Lukin Devit Setiono Donny Dharmawan Endah Pujiastuti Fany. L. A Farina Pramanik Farrel Julian Jusuf Irene Irene Sion Kondo Sosang Irianto Kespandiar, Tengku Kusumaningrum, Dewi Kwantoro, Nanthanico Felix Lasrida Sigalingging Lutfi Yondri Mangasa, Galantono Misrofingah Musran Munizu Nunung Rusminah Nurdin Yusuf Nurlina Olfin Ishak Palebangan, Rahmat Payung, Windra Tandi Pradiptha, Anindya Putri Putra, Dhika Purnama PUTRA, RICKY WIDYANANDA Rahayu, Betty Rupa , Yosilpa Kiding Safrida Sampe, Desi Nurhayati Santy Nururly Saragih, Rachel Sartika, Fani Siagian, Charlie Okniel Supiati Tandiabang, Samudra Utiarahman, Nurnaningsih Vildayanti, Rina Ayu Yanti Setianti Yudi. I Yugi Setyarko