PENGARUH KUALITAS WEBSITE BRAND AWARENESS DAN SOSIAL MEDIA INFLUENCER TERHADAP IMPLUSE BUYING PRODUK FASHION DI ONLINE SHOP

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RINGKASAN
Penelitian ini merupakan penelitian pendekatan kuantitatif pada mahasiswa MSIB 5 di
Infinite Learning untuk mengetahui pembelian impulse produk fashion di online shop oleh
mahasiswa MSIB 5. Penelitian ini mengambil judul “Pengaruh Kualitas Website, Brand
Awareness dan Sosial Media Influencer Terhadap Impulse Buying Produk Fashion di
Online Shop”.
Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas website, brand
awareness dan sosial media influencer terhadap impulse buying.
Populasi dalam penelitian ini adalah semua mahasiswa MSIB 5 di Infinite Learning
yang berjumlah 300 mahasiswa. Jumlah responden yang diambil dalam penelitian ini adalah
172 responden. Teknik pengambilan sampel yang digunakan adalah porposive sampling.
Berdasarkan hasil penelitian dan analisis data menggunakan Regresi Linear
Berganda menunjukkan bahwa : (1) Kualitas website berpengaruh positif terhadap impulse
buying, (2) Brand awareness berpengaruh positif terhadap impulse buying, (3) Sosial media
influencer berpengaruh positif terhadap impulse buying, (4) Kualitas website, brand
awareness dan sosial media influencer berpengaruh positif terhadap impulse buying.
Implikasi dari kesimpulan di atas yaitu dalam upaya peningkatan kepuasan
pelanggan dalam membeli produk fashion di online shop, pihak perusahaan/penjual dapat
memastikan website memiliki desain responsif dan menarik yang dapat meningkatkan
pengalaman positif konsumen ditambah dengan waktu muat yang cepat dan responsif.
Perusahaan/penjual juga memperhatikan aspek atau indikator yang dapat mendorong
konsumen untuk bisa menyadari merek atau produk brand yang dijual, seperti
memanfaatkan media sosial seperti Facebook, Twitter, Instagram, dan LinkedIn untuk
mempromosikan merek. Upaya peningkatan lain yaitu perusahaan/penjual dapat memilih
influencer sosial media yang sesuai dengan produk yang ingin dipromosikan dan target
audiensnya. Pastikan bahwa mereka memiliki pengikut yang relevan dengan produk brand
dan bahwa mereka memiliki reputasi yang baik di platform media sosial.
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SUMMARY
This research is a quantitative approach research on MSIB 5 students at Infinite Learning
to find out impulse purchases of fashion products in online shops by MSIB 5 students. This
research takes the title “The Effect of Website Quality, Brand Awareness and Social Media
Influencers on Impulse Buying Fashion Products at Online Shops”.
The purpose of this study was to determine the effect of website quality, brand awareness
and social media influencers on impulse buying.
The population in this study were all MSIB 5 students at Infinite Learning, totaling
300 students. The number of respondents taken in this study were 172 respondents. The
sampling technique used is porposive sampling.
Based on the results of research and data analysis using Multiple Linear Regression, it
shows that: (1) Website quality has a positive effect on impulse buying, (2) Brand awareness
has a positive effect on impulse buying, (3) Social media influencers have a positive effect
on impulse buying, (4) Website quality, brand awareness and social media influencers have
a positive effect on impulse buying.
The implication of the above conclusions is that in an effort to increase customer
satisfaction in buying fashion products in online shops, the company / seller can ensure that
the website has a responsive and attractive design that can enhance the positive experience
of consumers coupled with fast and responsive load times. Companies/sellers also pay
attention to aspects or indicators that can encourage consumers to be aware of the brand
or brand products being sold, such as utilizing social media such as Facebook, Twitter,
Instagram, and LinkedIn to promote the brand. Another improvement effort is that
companies/sellers can choose social media influencers that are suitable for the products
they want to promote and their target audience. Ensure that they have followers that are
relevant to the brand's products and that they have a good reputation on social media
platforms.