Pengaruh Komunikasi Persuasif dan Kualitas Informasi terhadap Keputusan Pembelian Fashion Baju melalui Fitur Shopee Live (Kota Bekasi)

Manalu, Ronaldo Carlos (2023) Pengaruh Komunikasi Persuasif dan Kualitas Informasi terhadap Keputusan Pembelian Fashion Baju melalui Fitur Shopee Live (Kota Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the influence of persuasive communication and information quality on fashion product purchase decisions through the Shopee Live feature. This study used a quantitative research design with IBM SPSS Statistics 26 data processing application. The population in this study is Shopee application users in Bekasi City with a sample of 190 respondents. Determination of the number of samples using the Hair method in the book Multivariate Data Analysis for sampling techniques using purposive sampling using respondent criteria, namely: is a Shopee user, has purchased fashion products using the Shopee Live feature, domiciled in Bekasi City. The results of the study had a positive and significant influence with the results of the t test on the variable X1 persuasive communication having a calculated t value of 5.341 > t table 1.973 and a significance value of 0.000 < 0.05. In the variable X2 Information quality has a calculated t value of 8.559 > t table 1.973 and a significance value of 0.000 < 0.05. And in the coefficient of determination (R2) test, the value on the R square is 0.824 or 82.4%, which means that the independent variables used in this study, namely persuasive communication and information quality, can explain the dependent variable of purchasing decisions by 82.4%.

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