PENGARUH KUALITAS WEBSITE, DISKON, DAN KESADARAN TERHADAP KEPUTUSAN PEMBELIAN DI ZALORA (Studi pada Mahasiswa STIESIA Surabaya)

Abstract

This research was aimed to find out whether the quality of website, discount and brand awareness gave influence to the purchasing decision. Population of this research used customers who had used application or website of Zalora at the School of Economy Indonesia Surabaya (STIESIA). The sample collection technique used simple random sampling with the amount of sample were obtained 100 respondents. The analysis technique of this research used multiple linear regressions analysis and t test. The result of data examination showed that website quality gave significant and positive influence to the purchasing decision. The discount variable was also positive but insignificant to customers' satisfaction. Brand awareness gave positive and significant influence to the purchasing decision. From those research result, the website quality became a dominant influence to the purchasing decision. Therefore, the understanding of the variable's influence to the purchasing decision was expected to increase the purchasing decision' Furthermore, the factors could facilitate customers in making purchasing decisions.
Keywords: Website Quality, Discount, Brand Awareness, Purchasing Decision