MELINDASARI, MERI (2018) ANALISIS PRODUCT ATTRIBUTES, TRUST ISSUES, DAN PERSEPSI HARGA TERHADAP NEED FOR TOUCH SERTA IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN FASHION ONLINE (Studi Kasus Konsumen Vanilla Hijab oleh Mahasiswa). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Prior research has found touching product plays a significant role in shaping decision-making of a consumer to buy a product. The focus is the apparel and fashion because considered to be a category where haptic is a key in evaluating product yet the consumer of buying online is losing the ability to touch products becomes important to study. The current research seeks to gain deeper insights into the knowledge and understanding of consumer need for touch (NFT] in the stages of purchasing decision apparel online. This study conducted a questionnaire from google form, data were collected from 265 subjects and the data was analyzed using Smart PLS -Structural Equation Modeling (SEM) technique. Results indicate that Product Attributes is not significant between Need for Touch and Purchase decision. However, Trust issues and Perceived value have a positive effect and significant toward purchase decision and Need for Touch has no effect to purchase decision and last but not least that trust issue has no effect to Need for Touch when consumers are about to buy online apparel. Findings suggest that for online retail needed to have an option for consumer to touch the product through physic store as of they are able to evaluate products directly. Keywords: Need for Touch, Purchase decision, Product Attributes, Trust Issues, and Perceived Values. Penelitian sebelumnya telah menemukan produk menyentuh memainkan peran penting dalam membentuk pengambilan keputusan konsumen untuk membeli produk. Fokusnya adalah pakaian dan fashion karena dianggap sebagai kategori di mana haptic adalah kunci dalam mengevaluasi produk namun konsumen membeli online kehilangan kemampuan untuk menyentuh produk menjadi penting untuk dipelajari. Penelitian saat ini berusaha untuk mendapatkan wawasan yang lebih mendalam ke dalam pengetahuan dan pemahaman tentang kebutuhan konsumen untuk sentuhan (NFT) dalam tahap pembelian pakaian keputusan online. Penelitian ini melakukan kuesioner dari bentuk Google Form, data dikumpulkan dari 265 subyek dan data dianalisis menggunakan teknik Smart PLS -Structural Equation Modeling (SEM). Hasil menunjukkan bahwa Product Attributes tidak signifikan antara Need for Touch dan keputusan Pembelian. Namun, Trust Issues dan Persepsi Harga memiliki efek positif dan signifikan terhadap keputusan pembelian dan Need for Touch tidak berpengaruh pada keputusan pembelian dan yang terakhir tetapi tidak sedikit bahwa masalah kepercayaan tidak berpengaruh pada Need for Touch ketika konsumen akan membeli pakaian online. Temuan menunjukkan bahwa untuk ritel online perlunya untuk membuat pilihan untuk konsumen agar dapat menyentuh produk melalui toko fisik (offline retail) agar mereka dapat mengevaluasi produk secara langsung. Kata Kunci: Need for Touch, Purchase decision, Product Attributes, Trust Issues, Persepsi Harga, dan Keputusan Pembelian.
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