Electronic Theses and Dissertation

Millia Manja Tawarina (2023). Pengaruh Kualitas Produk Terhadap Minat Konsumen Dalam Pembelian Ulang Produk Hijab Beberapa tahun terakhir perkembangan industri fashion di Indonesia dapat dikatakan
berkembang sangat pesat terkait dengan trend yang sedang berlaku, khususnya fashion Muslimah. Kualitas produk memiliki peran utama dalam menjamin konsumen melakukan minat beli ulang, terutama pada industri fashion hijab. Penelitian ini bertujuan untuk mengetahui bagaimana kualitas produk dan minat beli ulang serta pengaruh kualitas produk terhadap minat konsumen dalam pembelian ulang produk
hijab. Penelitian menggunakan pendekatan deskriptif kuantitatif, dengan penentuan sampel menggunakan teknik non-probability sampling melalui purposive sampling method dengan jumlah 100 responden. Teknik pengumpulan data yang dilakukan
berupa kuesioner, observasi, dan dokumentasi. Berdasarkan hasil analisis deskripsi yang dilakukan diperoleh kategori tinggi yaitu kualitas produk sebesar 84% dan minat beli ulang sebesar 73%. Hasil uji regresi linear sederhana diperoleh bahwa variabel kualitas produk (X) memiliki pengaruh terhadap variabel Minat beli ulang (Y) dengan nilai signifikansi sebesar 0,000 < 0,05, dengan nilai adjusted R-Square sebesar 57%
interpretasinya masuk dalam kategori sedang. Persamaan regresi linear sederhana memiliki nilai (11,398 > 1,664), maka dapat disimpulkan bahwa Ha diterima, artinya terdapat pengaruh yang signifikan antara variabel kualitas produk terhadap minat beli ulang produk hijab. Pengaruh antar dua variabel, yaitu kualitas produk dan minat beli ulang bernilai positif. Kata Kunci : kualitas Produk, Minat Beli Ulang.

Millia Manja Tawarina (2023). The Influence of Product Quality on Consumer Interest in Repurchasing Hijab Products The last few years can be said about the development of the fashion industry in Indonesia growing very rapidly associated with the current trend, especially Muslimah fashion. Product quality has a major role in ensuring consumers will repurchase, especially in the hijab fashion industry. This study aims to determine how product quality and repurchase intention and the effect of product quality on consumer interest in repurchasing products headscarf. The study used a quantitative descriptive approach, with a sample determination using a non-probability sampling technique through a purposive sampling method with a total of 100 respondents. Data collection techniques performed in the form of questionnaires, observations, and documentation. Based on the results of the description analysis carried out, it was obtained that the high category was product quality by 84% and repurchase interest by 73%. The results of a simple linear regression test show that the product quality variable (X) has an influence on the repurchase intention variable (Y) with a significance value of 0.000 1.664), so it can be concluded that Ha is accepted, meaning that there is a significant influence between the product quality variable and the intention to repurchase hijab products. The influence between the two variables, namely product quality and repurchase intention is positive. Keywords: Product quality, Repurchase Intention.