Pengaruh Kepuasan Konsumen dan Kualitas Produk terhadap Keputusan Pembelian Melalui Situs Zalora

Febryanty, Savira (2024) Pengaruh Kepuasan Konsumen dan Kualitas Produk terhadap Keputusan Pembelian Melalui Situs Zalora. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the effect of customer satisfaction on purchasing
decisions through the Zalora website, and the effect of product quality on purchasing decisions through
the Zalora website. This research is a survey study. The research method used is quantitative. The
population in this study consists of Zalora consumers residing in Bekasi City who have made at least one
purchase. The sample in this study consists of 100 respondents. The data collection technique uses a
questionnaire.
The results of the study showed that the regression coefficient on the consumer satisfaction variable (β1)
was 0.503, product quality (β2) was 0.434. The consumer satisfaction variable has a positive and
significant effect as evidenced by the t-count value of 3.210 while the t-table is 1.660. The product quality
variable has a positive and significant effect on purchasing decisions as evidenced by the t-count value
of 7.037 while the t-table is 1.660. The consumer satisfaction and product quality variables together have
a positive and significant effect on consumer purchasing decisions with an F-count value of 510.363
greater than F-table 3.09

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