Electronic Theses and Dissertation

Ima yuliana (2025). pengaruh pemasaran online terhadap keputusan pembelian produk fashion pada mahasiswa pendidikan ekonomi fkip universitas syiah kuala. [skripsi, universitas syiah kuala]. dibimbing oleh drs. amrusi, m.si dan a. razak, s.pd., m.s.m. penelitian ini bertujuan untuk mengetahui pengaruh pemasaran online terhadap keputusan pembelian produk fashion pada mahasiswa pendidikan ekonomi fkip universitas syiah kuala. latar belakang penelitian ini adalah meningkatnya trend belanja online di kalangan mahasiswa yang dipengaruhi oleh perkembangan teknologi dan media sosial. penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. populasi penelitian berjumlah 107 mahasiswa angkatan 2021–2024 yang pernah berbelanja online minimal dua kali, dengan sampel 80 responden ditentukan melalui rumus slovin. instrumen penelitian berupa kuesioner skala likert, sedangkan analisis data dilakukan dengan uji validitas, reliabilitas, regresi linear sederhana, koefisien determinasi (r²), dan uji hipotesis menggunakan spss versi 26. hasil penelitian menunjukkan bahwa pemasaran online berada pada kategori baik dengan skor rata-rata tinggi pada indikator informasi, pelayanan, dan promo. keputusan pembelian mahasiswa juga berada pada kategori baik, ditandai dengan kecenderungan memilih produk sesuai kebutuhan, merek, harga, serta pengaruh promosi. persamaan regresi yang diperoleh adalah y = 2,724 + 0,923x, dengan nilai signifikansi 0,000 < 0,05, sehingga pemasaran online berpengaruh positif dan signifikan terhadap keputusan pembelian. nilai koefisien determinasi (r²) sebesar 0,758 menunjukkan bahwa 75,8% variasi keputusan pembelian dipengaruhi oleh pemasaran online, sedangkan 24,2% sisanya dipengaruhi faktor lain di luar penelitian ini. kata kunci: pemasaran online, keputusan pembelian, produk fashion, mahasiswa.

Ima Yuliana. (2025). The influence of online marketing on purchasing decisions for fashion products among students of the Economics Education Department, Faculty of Teacher Training and Education, Syiah Kuala University. [Thesis, Syiah Kuala University]. Under the supervision of Drs. Amrusi, M.Si., and A. Razak, S.Pd., M.S.M. This study aims to determine the influence of online marketing on fashion product purchase decisions among Economics Education students at the Faculty of Teacher Training and Education, Syiah Kuala University. The background of this research is the increasing trend of online shopping among students influenced by technological developments and social media. This research employed a quantitative approach with a descriptive method. The population consisted of 107 students from the 2021–2024 cohorts who had shopped online at least twice, with a sample of 80 respondents determined using the Slovin formula. The research instrument was a Likert-scale questionnaire, while data analysis was conducted through validity and reliability tests, simple linear regression, coefficient of determination (R²), and hypothesis testing using SPSS version 26. The results showed that online marketing was categorized as good, with high average scores on the indicators of information, service, and promotion. Students’ purchase decisions were also categorized as good, indicated by their tendency to choose products based on needs, brand, price, and promotional offers. The regression equation obtained was Y = 2.724 + 0.923X, with a significance value of 0.000 < 0.05, indicating that online marketing has a positive and significant influence on purchase decisions. The coefficient of determination (R²) was 0.758, meaning that 75.8% of purchase decision variations are explained by online marketing, while the remaining 24.2% are influenced by other factors outside this study. Keywords: online marketing, purchase decision, fashion products, students.