Muhammad , Defa Naufal (2025) PENGARUH KUALITAS PRODUK, TREND FASHION, DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK TAPIS BUNQEE QRAFT N FASHION. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Perkembangan fashion di Indonesia selalu mengalami perubahan karena inovasi yang semakin maju, hal ini menunjukkan penting bagi pelaku usaha untuk selalu peka dengan keadaaan yang ada saat ini. Beberapa faktor yang mempengaruhi konsumen dalam melakukan keputusan pembelian adalah kualitas produk, trend fashion dan content marketing. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, trend fashion dan content marketing terhadap keputusan pembelian produk tapis BunQee Craft n Fashion. Penelitian ini meggunakan pendekatan kuantitatif dengan jenis penelitian explanatory. Populasi pada penelitian ini adalah konsumen pernah melihat akun instagram BunQee Craft n Fashion, dan konsumen yang pernah membeli dan memakai produk BunQee Craft n Fashion. Untuk menentukan pengambilan jumlah responden dalam penelitian ini menggunakan teknik non probability sampling dengan pendekatan yang digunakan adalah pendekatan purposive sampling sebanyak 100 responden. Data dikumpulkan dengan cara menyebarkan kuisioner secara online dan offline kemudian dianalisis menggunakan SPSS 27. Hasil penelitian ini menunjukkan variabel kualitas produk dan trend fashion secara parsial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk tapis BunQee Craft n Fashion, sedangkan variabel content marketing secara parsial tidak memiliki pengaruh signifikan terhadap keputusan pembelian produk tapis BunQee Craft n Fashion. Namun variabel kualitas produk, trend fashion, dan content marketing secara simultan berpengaruh positif terhadap keputusan pembelian produk tapis BunQee Craft n Fashion. Kata Kunci: Kualitas Produk, Trend Fashion, Content Marketing, Keputusan Pembelian, Tapis, BunQee Craft n Fashion The development of fashion in Indonesia is constantly evolving due to increasingly advanced innovations. This highlights the importance for business actors to remain responsive to current conditions. One of the factors that influence consumers in making purchasing decisions is product quality, fashion trends, and content marketing. This study aims to determine the influence of product quality, fashion trends, and content marketing on the purchasing decisions of Tapis BunQee Craft n Fashion products. A quantitative approach was used with an explanatory research type. The population of this study includes consumers who have viewed the BunQee Craft n Fashion Instagram account and those who have purchased or used BunQee Craft n Fashion products. The sample size was determined using a non-probability sampling technique, specifically purposive sampling, with a total of 100 respondents. Data was collected through online and offline questionnaires and analyzed using SPSS 27. The results show that the variables of product quality and fashion trends have a partial positive and significant effect on purchasing decisions for Tapis BunQee Craft n Fashion products. However, the content marketing variable does not have a significant partial effect. Nonetheless, product quality, fashion trends, and content marketing simultaneously have a positive influence on purchasing decisions for Tapis BunQee Craft n Fashion products. Keywords: Product Quality, Fashion Trends, Content Marketing, Purchasing Decisions, Tapis, BunQee Craft n Fashion
| Item Type: | Other |
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| Subjects: | ?? 351 ?? |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | UPT . Siswanti |
| Date Deposited: | 07 Nov 2025 03:46 |
| Last Modified: | 07 Nov 2025 03:46 |
| URI: | http://digilib.unila.ac.id/id/eprint/92793 |
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