SKRIPSI: Pengaruh Kualitas Produk, Gaya Hidup, dan Trend Fashion terhadap Keputusan Pembelian pada Fashion Icon Yogyakarta

HERIN, Maria tanasia (2024) SKRIPSI: Pengaruh Kualitas Produk, Gaya Hidup, dan Trend Fashion terhadap Keputusan Pembelian pada Fashion Icon Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The development of fashion in Indonesia is currently very rapid, making it an opportunity for prospective business people to look at in offering various products and services. Therefore, consumers have enormous power in determining their choices, consumers will also be more observant and critical in choosing the clothes they will wear. Consumers will use the product that they perceive to be the best. The aim of this research is to analyze the influence of product quality, lifestyle and fashion trends on purchasing decisions at Fashion Icon Yogyakarta. The sample in this research is consumers who have purchased Fashion Icon products. The sampling technique used in this research is Non Probability Sampling with the minimum sample size used being 5x18 = 90 respondents. The results of the analysis show that the product quality variable (X1) has a positive and significant influence on purchasing decisions, the lifestyle variable (X2) has a positive and significant influence on purchasing decisions, the fashion trend variable (X3) has a positive and significant influence on purchasing decisions.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:52
Last Modified: 11 Dec 2025 06:52
URI: http://repository.stimykpn.ac.id/id/eprint/682

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