Pengaruh Komunikasi Persuasif dan Kualitas Informasi terhadap Keputusan Pembelian Fashion Baju melalui Fitur Shopee Live (Kota Bekasi)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Author
Manalu, Ronaldo Carlos
Subject
Manajemen Pemasaran
Datestamp
2023-09-22 02:35:59
Abstract :
This study aims to determine the influence of persuasive communication and information quality on fashion product purchase decisions through the Shopee Live feature. This study used a quantitative research design with IBM SPSS Statistics 26 data processing application. The population in this study is Shopee application users in Bekasi City with a sample of 190 respondents. Determination of the number of samples using the Hair method in the book Multivariate Data Analysis for sampling techniques using purposive sampling using respondent criteria, namely: is a Shopee user, has purchased fashion products using the Shopee Live feature, domiciled in Bekasi City. The results of the study had a positive and significant influence with the results of the t test on the variable X1 persuasive communication having a calculated t value of 5.341 > t table 1.973 and a significance value of 0.000 < 0.05. In the variable X2 Information quality has a calculated t value of 8.559 > t table 1.973 and a significance value of 0.000 < 0.05. And in the coefficient of determination (R2) test, the value on the R square is 0.824 or 82.4%, which means that the independent variables used in this study, namely persuasive communication and information quality, can explain the dependent variable of purchasing decisions by 82.4%.
This study aims to determine the influence of persuasive communication and information quality on fashion product purchase decisions through the Shopee Live feature. This study used a quantitative research design with IBM SPSS Statistics 26 data processing application. The population in this study is Shopee application users in Bekasi City with a sample of 190 respondents. Determination of the number of samples using the Hair method in the book Multivariate Data Analysis for sampling techniques using purposive sampling using respondent criteria, namely: is a Shopee user, has purchased fashion products using the Shopee Live feature, domiciled in Bekasi City. The results of the study had a positive and significant influence with the results of the t test on the variable X1 persuasive communication having a calculated t value of 5.341 > t table 1.973 and a significance value of 0.000 < 0.05. In the variable X2 Information quality has a calculated t value of 8.559 > t table 1.973 and a significance value of 0.000 < 0.05. And in the coefficient of determination (R2) test, the value on the R square is 0.824 or 82.4%, which means that the independent variables used in this study, namely persuasive communication and information quality, can explain the dependent variable of purchasing decisions by 82.4%.
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