ANALYSIS OF FACTORS THE INFLUENCE CONSUMER BEHAVIOR ON THE ONLINE PURCHASE DECISION OF FASHION PRODUCTS DURING THE COVID-19 PANDEMIC
Keywords:
Psychology, Culture, Social, Personal, Purchase Decision, Fashion ProductsAbstract
Even though all places have implemented health protocols, the risk of Covid-19 transmission is always there when outside the home. The Covid-19 pandemic continues to haunt us all out there. Whereas the fashion industry relies heavily on sales from physical outlets. So that the implementation of social distancing during the pandemic, makes consumers switch to online purchases. This study aims to determine the factors that influence consumer behavior towards purchasing decisions of fashion products online. This type of research is quantitative research. While the method used is descriptive and verification methods. The number of samples for this study was 100 consumers in the city of Bandung. Research data was obtained by distributing questionnaires to consumers. Then the research data obtained were processed using SPSS 24.0. The results of data processing and research analysis showed that partially psychological factors were more influential than other factors. While the test results together with cultural factors (X1), social factors (X2), personal factors (X3) and psychological factors (X4) significantly influence purchasing decisions (Y).
Downloads
References
Hanifa, F.H., Various Factors Influencing Consumer Purchase Decisions on Fashion Products (Study on Sophee C2C Consumer E-Commerce). IKRA-ITH HUMANIORA: Jurnal Sosial dan Humaniora, 2018. 2(2): p. 54-60.
Astuti, E.D., Consumptive behavior in buying goods for housewives in Samarinda City.Psikoborneo: Jurnal Ilmiah Psikologi, 2013. 1(2).
Sa’adah, U., N. Hidayati, and S. Asiyah, IMPACT OF SOCIAL FACTORS, PERSONAL FACTORS, AND PSYCHOLOGICAL FACTORS ON THE PURCHASE OF UNISMA FEB STUDENTS ON THE TOKOPEDIA SITE. Jurnal Ilmiah Riset Manajemen, 2020. 9(15).
Kim, K., et al., Smartphone Addiction and Anxiety in Adolescents–A Cross-sectional Study. American Journal of Health Behavior, 2021. 45(5): p. 895-901 DOI: https://doi.org/10.5993/AJHB.45.5.9.
Prasetyo, T. and T. Bodroastuti, Factors Affecting Consumer Purchasing Behavior (Study at Widodo's Smooth Oil Shop Semarang). Jurnal Kajian Akuntansi dan Bisnis, 2012. 1(1): p. 102912.
Sugiyono, P., Educational Research Methods (Quantitative, Qualitative, Combination, R&D and Educational Research)(A. Nuryanto. 2019, Alfabeta. p. 765-769.
Jayakusumah, H., Analysis of factors that influence consumers in purchasing decisions for Sariwangi tea bags: a case study on the people of the city of Bekasi. 2011. 17(9).
Indrawati, P.D., Management and Business Research Methods Convergence of Communication and Information Technology. Bandung: PT Refika Aditama, 2015. 10(6).
Irwan, A.M., INFLUENCE OF PSYCHOLOGICAL, PERSONAL, SOCIAL AND CULTURAL FACTORS ON THE ONLINE PURCHASE DECISION OF FASHION PRODUCTS (Case Study on Consumers of PT. Lazada Indonesia in Makassar City). Forecasting: Jurnal Ilmiah Ilmu Manajemen, 2019. 1(2): p. 164-176.
Robbins, S.P. and T.A. Judge, Organizational behavior 12th edition. Jakarta: Salemba Empat, 2008. 11.
Lambert, V.C., et al., Cessation Conversations and Quit Attempts: Differences by Ethnicity and Language Preference. American journal of health behavior, 2020. 44(4): p. 473-487 DOI: https://doi.org/10.5993/AJHB.44.4.9.
Singgih, S., Analisis SPSS Pada Statistik Parametik Jakarta: Pt. Elek Media Komputindo, 2012.14(5).
Sugiyono, D., Educational research methods quantitative, qualitative and R&D approaches. 2013.7(7): p. 876-889.
Khan, T., et al., Statistical analysis and temporal trend of annual maximum temperature with teleconnection patterns of different stations in Pakistan. Arabian Journal of Geosciences, 2021. 14(15): p. 1-13.
Leal, I.M., et al., Adapting and Evaluating Implementation of a Tobacco-Free Workplace Program in Behavioral Health Centers. American Journal of Health Behavior, 2020. 44(6): p. 820-839 DOI: https://doi.org/10.5993/AJHB.44.6.7.
Sugoyono, S., Qualitative Quantitative Research Methods and R&B. 2011, Bandung: Alfabeta.
Sunyato, D., Accounting research methodology. 2013. 3(2).
Hasan, M., et al., Consumptive Behavior of Students in Buying Fashion Products. Phinisi Integration Review, 2021. 4(2) DOI: https://doi.org/10.26858/pir.v4i2.22291.
Dabinda, H.R., Analysis of Factors Influencing Decisions to Purchase Women's Gamis Clothing Products at AA Clothing Stores in the Cikampek Regional Government Market. Syntax Literate; Jurnal Ilmiah Indonesia, 2021. 6(10): p. 5016-5036 DOI: https://doi.org/10.36418/syntax- literate.v6i10.4265.
Ghozali, I., Multivariate analysis application with IBM SPSS 25 . program. 2018. 34(12).
Basuki, A.T. and N. Prawoto, Multiple Linear Regression Analysis. 2016, PT. RajaGrafindo Persada. Jakarta.
Arintyas, N., FACTORS AFFECTING CONSUMER BEHAVIOR ON PURCHASE DECISIONS IN INDOMARET IN STIE NOBEL INDONESIA STUDENTS IN MAKASSAR. 2021. 6(3): p. 543-564.
Amanah, D. and D.A. Harahap, Examining The Effect of Product Assortment and Price Discount Toward Online Purchase Decision of University Student in Indonesia. Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship), 2018. 20(2): p. 99-104 DOI: https://doi.org/10.9744/jmk.20.2.99-104.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.