ONLINE VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA

FAWZIA MULIA SINURAYA, . (2021) ONLINE VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk memperoleh informasi tentang online visual merchandising pada produk busana, memperoleh informasi tentang keputusan pembelian pada produk busana secara online dan untuk mengetahui pengaruh online visual merchandising terhadap keputusan pembelian produk busana. Metode penelitian menggunakan metode survey dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 122 responden, Pengumpulan data dilakukan dengan menggunakan google form. Metode analisis menggunakan Chi-Square. Hasil penelitian ini menunjukkan bahwa online visual merchandising dengan indikator online visual merchandising yaitu online path finding assistance (bantuan pencarian), environment (suasana), dan manner of product presntation (visual merchandising produk) berada pada katagori kecenderungan sangat tinggi. Indikator rasional, emosional dan tingkah laku dalam keputusan pembelian berada pada katagori kecenderungan sangat tinggi. Hasil analisis data menunjukkan bahwa terdapat pengaruh antara online visual merchandising terhadap keputusan pembelian. ***************** The purpose of this research to obtain information about online visual merchandising on fashion products, to obtain information about purchasing decisions on online clothing products and to examine the effect of online visual merchandising on purchasing decisions of fashion products. The method used a survey method with a quantitative approach. The sample of this research was 122 respondents, data collected by using google form. The analyzed using Chi-Square. The results of this research indicate that online visual merchandising with indicators online path finding assistance , environment, and manner of product presentation were in a very high tendency category. Rational, emotional and behavioral indicators in purchasing decisions were in the very high tendency category. The results of data analyzed indicate that there was an effect between online visual merchandising on purchasing decisions of fashion products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Esty Nurbaity Arrsyi, S.Pd., M.KM ; 2). Dra. Eneng Lutfia Zahra, M.Pd.
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 9173 not found.
Date Deposited:	23 Feb 2021 16:07
Last Modified:	23 Feb 2021 16:07
URI:	http://repository.unj.ac.id/id/eprint/13025

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