Faktor-faktor penentu niat beli produk pakaian

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Vinka Vanlia Sianata
Keni Keni

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Bisnis pakaian mengalami perkembangan pesat mengikuti tren yang sedang berlangsung, kreativitas, dan lifestyle, sehingga mengakibatkan ketatnya persaingan di antara para pelaku bisnis ini. Salah satu hal yang dapat menciptakan penjualan yang tinggi untuk mengungguli para pesaing adalah tingginya niat beli konsumen. Tujuan dari penelitian ini adalah untuk menguji pengaruh estetika, kesadaran nilai, dan citra toko pada niat beli produk pakaian suatu merek yang dimediasi oleh nilai emosional dan sikap. Sebanyak 252 data dikumpulkan melalui kuesioner online dan dianalisis dengan PLS-SEM. Hasilnya menunjukkan bahwa (1) Estetika memengaruhi niat beli secara positif dan signifikan, (2) Nilai emosional memengaruhi niat beli secara positif dan signifikan, (3) Sikap memengaruhi niat beli secara positif dan signifikan, (4) Estetika memengaruhi nilai emosional secara positif dan signifikan, (5) Citra toko memengaruhi sikap secara positif dan signifikan, (6) Nilai emosional secara positif dan signifikan memediasi hubungan antara estetika dan nilai beli, serta (7) Sikap secara positif dan signifikan memediasi hubungan antara citra toko dan niat beli. Temuan dalam penelitian ini mengonfirmasi bahwa tingginya estetika produk pakaian dapat memotivasi nilai emosional dan niat beli. Citra toko yang baik dapat memengaruhi sikap dan niat beli. Temuan tersebut mendorong para produsen dan toko retail pakaian perlu memperhatikan faktor-faktor tersebut dalam menjual produk-produk pakaiannya untuk menciptakan keunggulan kompetitif.

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Sianata, V. V. ., & Keni, K. (2023). Faktor-faktor penentu niat beli produk pakaian. Jurnal Manajemen Maranatha, 22(2), 149–168. https://doi.org/10.28932/jmm.v22i2.5999
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