Hubungan Antara Persepsi Kosumen Dengan Keputusan Pembelian Thrift Clothes Pada Mahasiswa Psikologi Universitas Negeri Surabaya
DOI:
https://doi.org/10.26740/cjpp.v8n2.p10-23Keywords:
persepsi konsumen, keputusan pembelian, thrift clothes importAbstract
Abstrak
Perkembangan jaman yang semakin modern dan cepat seperti sekarang ini tentu saja memengaruhi gaya hidup masyarakat dalam kebutuhan primer salah satunya pada fashion. Hal ini memberi pengaruh yang besar kepada konsumen terutama mahasiswa di kota besar seperti Surabaya yang memiliki persepsi terkait baju dengan gaya kekinian, berasal dari merk terkenal, dan memiliki harga yang murah seperti thrift clothes import. Persepsi seperti ini memiliki keterkaitan terhadap keputusan pembelian produk. Penelitian ini bertujuan untuk mengetahui hubungan antara persepsi konsumen terhadap keputusan pembelian pada mahasiswa Psikologi Universitas Negeri Surabaya. Penelitian ini merupakan penelitian kuantitatif dengan subjek 55 orang mahasiswa Psikologi di Universitas Negeri Surabaya. Analisis korelasi data dalam penelitian ini menggunakan pearson product moment. Hasil analisis korelasi data sebesar 0,753 (r = 0,753) dengan taraf signifikansi linier 0,000 (p<0,05) menunjukkan adanya hubungan positif dan linier antara persepsi konsumen dengan keputusan pembelian.
Kata Kunci: persepsi konsumen, keputusan pembelian, thrift clothes import
Abstract
The development of an increasingly modern and fast age as it is today certainly affects people's lifestyles in the primary needs of one of them in fashion. This has a big influence on consumers, especially students in big cities such as Surabaya who have perceptions related to clothes with contemporary style, come from famous brands, and have cheap prices such as thrift clothes import. Such perceptions have an association with product purchasing decisions. This study aims to find out the relationship between consumer perception of purchasing decisions in psychology student. This research is a quantitative study with the subject of 55 students of Psychology, State University of Surabaya. The data correlation analysis in this study used pearson product moment. The results of data correlation analysis of 0.753 (r = 0.753) with a linear significance of 0.000 (p<0.05) showed a positive and linear relationship between consumer perception and purchasing decisions.
Keywords: consumer perception, purschasing decision, thrift clothes import
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