Electronic Theses and Dissertation

Kualitas produk menjadi faktor penting dalam pembelian online karena konsumen tidak dapat melihat produk secara langsung sebelum membeli, sehingga dapat memengaruhi kepuasan konsumen. penelitian ini bertujuan untuk mengetahui kualitas produk fashion, kepuasan mahasiswa universitas syiah kuala dalam pembelian produk fashion melalui tiktok shop, serta pengaruh kualitas produk fashion terhadap kepuasan mahasiswa. penelitian ini menggunakan pendekatan kuantitatif. populasi penelitian adalah mahasiswa perempuan s1 aktif universitas syiah kuala yang berjumlah 17.351 orang. sampel penelitian sebanyak 99 responden ditentukan menggunakan rumus slovin dengan teknik proportionate stratified random sampling. teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara online menggunakan google forms. uji validitas dan reliabilitas digunakan sebagai uji coba instrumen penelitian. selanjutnya dilakukan uji prasyarat yang meliputi uji normalitas dan uji linearitas. teknik analisis data yang digunakan meliputi analisis deskriptif, uji regresi linier sederhana, uji t, dan uji koefisien determinasi. hasil penelitian menunjukkan bahwa kualitas produk fashion memiliki nilai rata-rata sebesar 68,13 dan kepuasan mahasiswa memiliki nilai rata-rata sebesar 51,75, yang keduanya berada pada kategori baik. hasil analisis regresi linier sederhana menunjukkan bahwa kualitas produk fashion berpengaruh signifikan terhadap kepuasan mahasiswa universitas syiah kuala dalam pembelian di tiktok shop, dengan nilai signifikansi sebesar 0,000  0,05. hasil uji koefisien determinasi menunjukkan bahwa kualitas produk fashion memberikan konstribusi sebesar 77,2% terhadap kepuasan mahasiswa, sedangkan sisanya sebesar 22,8% dipengaruhi oleh faktor lain yang tidak diteliti. temuan penelitian menunjukkan bahwa semakin baik kualitas produk fashion yang diterima, maka semakin tinggi tingkat kepuasan yang dirasakan oleh mahasiswa sebagai konsumen. dengan demikian, dapat disimpulkan bahwa kualitas produk fashion memiliki peran penting dalam membentuk kepuasan mahasiswa universitas syiah kuala dalam pembelian melalui tiktok shop.

Product quality is an important factor in online purchasing because consumers cannot directly see the products before making a purchase, which may affect consumer satisfaction. This study aims to determine the quality of fashion products, the satisfaction level of Universitas Syiah Kuala students in purchasing fashion product through TikTok Shop, and the effect of fashion product quality on student satisfaction. This study employed a quantitative approach. The population consisted of active female undergraduate students at Universitas Syiah Kuala, totaling 17.351 students. The sample consisted of 99 respondents determined using the Slovin formula with a proportionate stratified random sampling technique. Data collection was conducted through an online questionnaire distributed using Google Forms. Validity and reliability tests were conducted to assess the research instrument. Furthermore, prerequisite tests were carried out, including normality and linearity tests. The data analysis techniques used included descriptive analysis, simple linear regression analysis, t-test, and coefficient of determination test. The results showed that fashion product quality had an average score of 68.13, while student satisfaction has an average score of 51.75, both of which were categorized as good. The results of simple linear regression analysis indicated that fashion product quality had a significant effect on the satisfaction of Universitas Syiah Kuala students in purchasing through TikTok Shop, with a significance value of 0.000  0.05. The coefficient of determination test showed that fashion product quality contributed 77.2% to student satisfaction, while the remaining 22.8% was influenced by other factors not examined in this study. The findings indicate that the better the quality of fashion products received, the higher the level of satisfaction experienced by students as consumers. Therefore, it can be concluded that fashion product quality plays an important role in shaping the satisfaction of Universitas Syiah Kuala students in purchasing fashion through TikTok Shop.