Wibowo, Alfi Fajria and Wulandari, Jeni and Nugeraha, Prasetya (2021) PENGALAMAN PELANGGAN, REFERENCE GROUP, PERSEPSI HARGA DALAM KEPUTUSAN PEMBELIAN PRODUK ETNIK FASHION. Jurnal Perspektif Bisnis, 4 (1). pp. 38-50. ISSN 2338-1115
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Abstract
This study aimed to determine the effect of customer experience, reference group and price perception on consumer purchasing decisions at fashion ethnic product. The population in this study was the consumers of Juragan Kain Boutique. The data were obtained from questionnaires that were filled in online using a likert scale; the sampling technique used purposive sampling with total sample of 100 respondents of Juragan Kain Boutique consumers. The data analysis in this study used descriptive data analysis and multiple linear regression analysis. The results of this study indicated that customer experience; reference group and price perception partially and simultaneously had positive and significant effect on purchasing decision. In this study, price suitability with product quality was the dominant factor in price perception, because it determined the purchasing decision of the Juragan Kain boutique as an ethnic fashion product.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis |
| Depositing User: | Dr. Jeni Wulandari |
| Date Deposited: | 13 Nov 2021 02:18 |
| Last Modified: | 13 Nov 2021 02:18 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/36592 |
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