Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui “pengaruh product quality dan fashion lifestyle terhadap keputusan pembelian di mediasi oleh digital marketing pada produk pakaian ss (shellasaukia) di banda aceh” dengan jumlah sampel sebanyak 152 responden, dengan teknik pengambilan sampel yang menggunakan non probability sampling dan jenis pengambilan sampel menggunakan purposive sampling. instrumen penelitian ini menggunakan kuesioner dengan skala likert. uji persyaratan dilakukan dengan uji validitas dan uji reliabilitas serta uji model measurement. teknik analisis data yang digunakan adalah analisis structural equation modeling (sem) pada taraf signifikan α=0,05. hasil penelitian ini yaitu product quality dan fashion lifestyle berpengaruh positif dan signifikan terhadap digital marketing, product quality dan fashion lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian dan digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk pakaian ss di banda aceh. kemudian digital marketing mampu memediasi secara persial antara product quality dan fashion lifestyle terhadap keputusan pembelian pada produk pakaian ss di banda aceh. . kata kunci: product quality, fashion lifestyle,digital marketing, keputusan pembelian

ABSTRACT This research aims to determine "The influence of product quality and fashion lifestyle on purchasing decisions mediated by digital marketing on SS (Shellasaukia) clothing products in Banda Aceh" with a sample size of 152 respondents, with a sampling technique that uses non-probability sampling and type of sampling. The sample uses purposive sampling. This research instrument uses a questionnaire with a Likert scale. Requirements testing is carried out using validity and reliability tests as well as measurement model tests. The data analysis technique used is structural equation modeling (SEM) analysis at a significance level of α=0.05. The results of this research are that product quality and fashion lifestyle have a positive and significant influence on digital marketing, product quality and fashion lifestyle have a positive and significant influence on purchasing decisions and digital marketing has a positive and significant influence on purchasing decisions for SS clothing products in Banda Aceh. Then digital marketing is able to partially mediate between product quality and fashion lifestyle on purchasing decisions for SS clothing products in Banda Aceh. Keywords: Product Quality, Fashion Lifestyle, Digital marketing, Purchasing Decisions