PENGARUH KUALITAS INFORMASI, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN VIA ONLINE DI ZALORA INDONESIA

Abstract

This study aims to analyze the influence of Information Quality (X1), Product Quality (X2) and Price (X3) on Purchase Decision (Y) via online at Zalora Indonesia. The problems raised in this thesis are (1) The Quality of Information of Zalora Indonesia which must still be improved from the consumer's point of view, (2) Product Quality in Zalora Indonesia which is still less competitive than its competitor, (3) The price given is not good and yet according to consumer expectations. The sample used is 100 respondents, with sampling method using probability sampling with simple random sampling technique. Initial analysis on the research instrument, by transforming ordinal data to interval data using Methodeof Successive Interval (MSI) then data analyzed further using SPSS version 20. Data analysis performed is Test Validity, Test Reliability, Classic Assumption Test (Normality Test, Multicolinearity Test, Heteroskedasticity Test, Linearity Test, Correlation, Multiple Linear Regression and Coefficient of Determination), Hypothesis Test (t test and F test). The results showed that, Quality of Information (X1) partially has no significant effect on Purchase (Y). Product Quality (X2) partially has significant effect on Purchase (Y). Price (X3) is partially significant to the Buyback (Y). Information Quality (X1), Quality of Information (X2) and Price (X3) simultaneously have significant effect on Repurchase (Y). Multiple linear regression equation formed Y = 3,341 + 0,075 X1 + 0,199 X2 + 0,288 X3. R2 of 0.508, this indicates that the Repurchase is affected by Quality of Information, Product Quality and Price of 50.8%, while the rest of 49.2% is influenced by other factors not included in this research. Zalora Indonesia is expected to maintain and improve the Quality of Information and Quality Porduk provided and provide the expected Price customers.