POLA KEPUTUSAN PEMBELIAN REMAJA PUTRI MEMBELI KOSMETIK DI RITEL YANG DIPENGARUHI OLEH SUASANA TOKO, KEPERCAYAAN MEREK DAN AKSESIBILITAS LOKASI

Authors

  • Yessa Gunawan Universitas Lampung
  • Suprihatin Ali Universitas Lampung
  • Prasetya Nugeraha Universitas Lampung

DOI:

https://doi.org/10.0120/jkb.v3i2.410

Keywords:

Suasana Toko, Aksesibilitas Lokasi, Kepercayaan Merek, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh suasana toko, kepercayaan merek, dan aksesibilitas lokasi terhadap keputusan pembelian kosmetik oleh remaja putri di toko ritel Sociolla di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif yang dianalisis menggunakan PLS-SEM dengan objek penelitiannya yaitu remaja putri yang berbelanja di sociolla. Pengumpulan data dilakukan dengan metode penyebaran kuesioner yang disebarkan sebanyak 100 responden. Data dianalisis secara statistik desktriptif dan analisis PLS-SEM menggunakan software SmartPLS 4.1.0.9. Teknik analisis data yang digunakan meliputi uji outer model, inner model, dan uji hipotesis. Hasil penelitian ini menunjukan bahwa suasana toko tidak berpengaruh signifikan terhadap keputusan pembelian remaja putri di toko ritel Sociolla, kepercayaan merek tidak berpengaruh signifikan terhadap kpeutusan pembelian remaja putri di toko ritel sociolla, aksesibilitas lokasi berpengaruh signifikan terhadap keputusan pembelian remaja putri di toko ritel Sociolla, dan suasana toko, kepercayaan merek dan aksesibilitas lokasi secara simultan berpengaruh signifikan.

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Published

2025-06-05