Vol 7 (2022): December
Business and Economics

The Influence of Product Quality, Product Price, Trust and Digital Marketing on Online Fashion Product Purchase Decisions
Pengaruh Kualitas Produk, Harga Produk, Kepercayaan dan Digital Marketing terhadap Keputusan Pembelian Produk Fashion Secara Online


Elis Okta
Universitas Muhammadiyah Sidoarjo, Indonesia
Rita Ambarwati
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
Published September 12, 2022
Keywords
  • Product Quality,
  • Product Price,
  • Trust,
  • Digital Marketing
How to Cite
Okta, E., & Ambarwati, R. (2022). The Influence of Product Quality, Product Price, Trust and Digital Marketing on Online Fashion Product Purchase Decisions. Academia Open, 7, 10.21070/acopen.7.2022.3291. https://doi.org/10.21070/acopen.7.2022.3291

Abstract

This study aims to determine the effect of product quality, product price, trust, and digital marketing on online purchasing decisions for fashion products at the Qiyara boutique in Sidoarjo. In this study, this study used quantitative research with hypothesis testing. The sample used in this study was 100 respondents from the Qiyara boutique, using a non-probability sampling technique with the type of accidental sampling technique. In this study, an analytical tool is used, namely the path analysis technique with the help of the SmartPLS software version 3.0 windows. In this study, primary data were obtained from questionnaires which were measured using a Likert scale which was then tested for validity and reliability. The results of this study prove that (1) the product quality variable is positively related, but not significant to online purchasing decisions. (2) product price variable has a positive but not significant relationship with online purchasing decisions. (3) the trust variable has a positive and significant relationship with online purchasing decisions. (4) digital marketing variables are positively and significantly related to online purchasing decisions.

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