TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints87145
UR  - http://digilib.unila.ac.id/87145/
A1  - Rachma Syifa Zakia , Efendy 
Y1  - 2025/05/02/
N2  - Penelitian ini dilatarbelakangi oleh fakta bahwa TikTok Shop belum
menjadi pilihan utama mahasiswa Pendidikan Ekonomi Universitas Lampung
dalam membeli produk fashion. Padahal, TikTok adalah aplikasi populer di
kalangan anak muda yang menyediakan fitur belanja langsung melalui video.
Penelitian ini bertujuan untuk mengetahui pengaruh desain produk dan
persepsi harga terhadap keputusan membeli produk fashion melalui minat beli
konsumen pada mahasiswa Pendidikan Ekonomi Universitas Lampung.
Populasi penelitian ini adalah 138 mahasiswa Pendidikan Ekonomi
Universitas Lampung angkatan 2021 dan 2022. Sampel berjumlah 103 responden
yang pernah membeli produk fashion di TikTok Shop menggunakan teknik
pengambilan sampel non-probabilitas dengan metode purposive sampling.
Berdasarkan analisis data menggunakan SPSS, hasil penelitian
menunjukkan bahwa terdapat pengaruh desain produk dan persepsi harga terhadap
keputusan membeli produk fashion melalui minat beli konsumen pada mahasiswa
Pendidikan Ekonomi Universitas Lampung dengan kadar determinasi sebesar 0,733
atau 73,3% sisanya yaitu sebesar 16,7% di pengaruhi oleh faktor lain.
Kata kunci : Desain Produk, Persepsi Harga, Minat Beli Konsumen, Keputusan
Membeli

This research is motivated by the fact that TikTok Shop has not yet become the
primary choice for students of the Economics Education Program at the University
of Lampung when purchasing fashion products. This is despite TikTok being a
popular application among young people, offering a shopping feature directly
through videos. The purpose of this study is to examine the influence of product
design and price perception on purchasing decisions for fashion products through
consumer buying interest among students of the Economics Education Program at
the University of Lampung. The population of this study consists of 138 students
from the 2021 and 2022 cohorts of the Economics Education Program at the
University of Lampung. The sample includes 103 respondents who have previously
purchased fashion products on TikTok Shop, selected using a non-probability
sampling technique with a purposive sampling method. Based on data analysis
using SPSS, the results show that product design and price perception significantly
influence purchasing decisions for fashion products through consumer buying
interest among students of the Economics Education Program at the University of
Lampung, with a determination coefficient of 0.733 or 73.3%, while the remaining
16.7% is influenced by other faktors.
Keywords : Product Design, Price Perception, Consumer Purchase Intention,
Purchase Decision
PB  - FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN
TI  - PENGARUH DESAIN PRODUK DAN PERSEPSI HARGA DI TIKTOK
SHOP TERHADAP KEPUTUSAN MEMBELI PRODUK FASHION
MELALUI MINAT BELI KONSUMEN PADA MAHASISWA
PENDIDIKAN EKONOMI UNIVERSITAS LAMPUNG
AV  - restricted
ER  -