PENGARUH PERSEPSI DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN FESYEN BERKELANJUTAN BERBAHAN KATUN PADA PENGGUNA TIKTOK

Alby Silmi Maulidan, - (2024) PENGARUH PERSEPSI DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN FESYEN BERKELANJUTAN BERBAHAN KATUN PADA PENGGUNA TIKTOK. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Dalam penelitian ini, teknik regresi linier berganda digunakan untuk mengevaluasi hubungan langsung dan tidak langsung antara variabel yang diamati. Subjek penelitian terdiri dari mahasiswa asal Tasikmalaya yang aktif menggunakan aplikasi TikTok dan telah membeli pakaian berkelanjutan berbahan katun. Penelitian ini fokus pada fenomena kesenjangan antara sikap dan perilaku aktual dalam pembelian produk fesyen berkelanjutan. Tujuan penelitian adalah untuk mengkaji pengaruh persepsi dan sikap secara simultan dan parsial terhadap keputusan pembelian produk fesyen berkelanjutan berbahan katun oleh pengguna TikTok. Metodologi penelitian mencakup pengumpulan data primer dan sekunder. Sampel responden sebanyak 144 orang dipilih secara purposif untuk memastikan relevansi dengan topik penelitian. Analisis data dilakukan menggunakan perangkat lunak SPSS versi 25 untuk Windows. Hasil penelitian menunjukkan bahwa variabel persepsi (X1) dan sikap (X2) berpengaruh positif secara signifikan terhadap keputusan pembelian (Y). Koefisien determinasi model regresi adalah 0,485, yang menunjukkan bahwa persepsi dan sikap bersama-sama menjelaskan 48,5% variasi dalam keputusan pembelian (Y). Sementara itu, faktor-faktor lain yang tidak diselidiki dalam penelitian ini mempengaruhi sisa variasi sebesar 51,5%. Responden cenderung membeli produk jika mereka mengetahui bahwa produk tersebut baik untuk lingkungan dan berkualitas. Untuk menarik lebih banyak pembeli, perusahaan perlu menyoroti manfaat produk dan memastikan kualitasnya. Keywords: Keputusan Pembelian, Sikap, Persepsi, Fesyen Berkelanjutan Berbahan Katun In this study, multiple linear regression techniques were used to evaluate the direct and indirect relationships between the observed variables. The subjects of the study were students from Tasikmalaya who actively use the TikTok app and have purchased sustainable cotton clothing. This research focuses on the phenomenon of the gap between attitudes and actual behavior in the purchase of sustainable fashion products. The aim of the study is to examine the simultaneous and partial effects of perception and attitude on the purchase decision of sustainable cotton fashion products by TikTok users. The research methodology includes the collection of both primary and secondary data. A purposive sample of 144 respondents was selected to ensure relevance to the research topic. Data analysis was performed using SPSS version 25 for Windows. The results show that the perception variable (X1) and attitude variable (X2) have a significant positive effect on the purchase decision (Y). The coefficient of determination for the regression model is 0.485, indicating that perception and attitude together explain 48.5% of the variation in the purchase decision (Y). Meanwhile, other factors not investigated in this study account for the remaining 51.5% of the variation. Respondents are more likely to purchase products if they are aware that the products are environmentally friendly and of high quality. To attract more buyers, companies need to highlight the benefits of the products and ensure their quality. Keywords: Purchase Decisions, Attitudes, Perceptions, Sustainable Fashion Made from Cotton

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?user=j3xacw4AAAAJ&hl=id ID SINTA Dosen Pembimbing: Rusani Jaelani: 6805519 Syti Sarah Maesaroh: 6681118
Uncontrolled Keywords: Keputusan Pembelian, Sikap, Persepsi, Fesyen Berkelanjutan Berbahan Katun Purchase Decisions, Attitudes, Perceptions, Sustainable Fashion Made from Cotton
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Alby Silmi Maulidan
Date Deposited: 05 Sep 2024 07:46
Last Modified: 05 Sep 2024 07:46
URI: http://repository.upi.edu/id/eprint/121298

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