Published: 2025-04-10

Pengaruh Variety Seeking dan Minat Beli Terhadap Keputusan Pembelian

DOI: 10.35870/emt.v9i2.3968

Ahmad Imam Baihaqi, Fani Sartika, Supiati, Elizabeth, Nurlina
  • Ahmad Imam Baihaqi: Universitas Wahid Hasyim ROR
  • Fani Sartika: Universitas Muhammadiyah Aceh ROR
  • Supiati: Universitas Indonesia Timur ROR
  • Elizabeth: Universitas Budi Luhur ROR
  • Nurlina: Politeknik LP3I Jakarta ,
Issue Cover
Article Metrics
Share:

Abstract

The purpose of this research is to analyze and test the influence of Variety Seeking and purchase interest on the decision to purchase Zalora products. This research uses a quantitative method with regression analysis. The sampling technique uses purposive sampling and the number of samples as many as 71 respondents was obtained by distributing questionnaires to consumers who have shopped at Zalora. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this research show that purchase interest has a significant effect on the decision to purchase Zalora products, while variety seeking does not have a significant effect on the decision to purchase Zalora products. The results of this research can be used as evaluation material for the management of companies that trade fashion products to pay more attention to purchase interest so that the decision to purchase Zalora products can be improved.

Keywords

Variety Seeking; Purchase Interest; Purchase Decision

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Baihaqi, A. I., Sartika, F., Supiati, Elizabeth, & Nurlina. (2025). Pengaruh Variety Seeking dan Minat Beli Terhadap Keputusan Pembelian. Jurnal EMT KITA, 9(2), 585-591. https://doi.org/10.35870/emt.v9i2.3968
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 2 (2025)

  • Section: Articles

  • Published: 2025-04-10

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Ahmad Imam Baihaqi, Universitas Wahid Hasyim
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Wahid Hasyim, Kota Semarang, Provinsi Jawa Tengah, Indonesia.

Fani Sartika, Universitas Muhammadiyah Aceh
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Muhammadiyah Aceh, Kota Banda Aceh, Provinsi Aceh, Indonesia.

Supiati, Universitas Indonesia Timur
Google Scholar ResearchGate ORCID

Program Studi Ekonomi, Universitas Indonesia Timur, Kota Makassar, Provinsi Sulawesi Selatan, Indonesia.

Elizabeth, Universitas Budi Luhur
Google Scholar ResearchGate ORCID

Program Studi Manajemen Pemasaran, Universitas Budi Luhur, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

Nurlina, Politeknik LP3I Jakarta,
Google Scholar ResearchGate ORCID

Program Studi Administrasi Bisnis, Politeknik LP3I Jakarta, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia.

References
  • Apriliani, D., Zuliansyah, A., & Sanjaya, V. F. (2021). Pengaruh Variety Seeking dan Packaging terhadap Brand Switching Studi Konsumen Natasha Skincare di Bandar Lampung. Target: Jurnal Manajemen Bisnis, 3(2), 167-176. https://doi.org/10.30812/target.v3i2.1579.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Asri, S. I. P., & Hendratmoko, C. (2022). Menguji Pengaruh Variety Seeking Atas Dissatisfaction Dan Competitor Promotion Terhadap Brand Switching Konsumen Lazada. Jurnal AKTUAL, 20(1).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Budiarti, L., & Wijayanti, R. F. (2024). Perilaku Variety Seeking Generasi Z Serta Dampaknya Terhadap Brand Switching. J-MACC: journal of management and accounting, 7(1), 1-8. https://doi.org/10.52166/j-macc.v7i1.5678.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Destyana, Y., & Handoyo, S. E. (2023). Pengaruh Digital Marketing, Perceived Ease Of Use, Dan Ragam Produk Terhadap Minat Beli Serta Pengaruhnya Pada Keputusan Pembelian Melalui E-Commerce Shopee Di Jabodetabek. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(2), 390–399. https://doi.org/10.24912/jmbk.v7i2.23363.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dewi, L., Anataya, B., & Hidni, D. (2024). The Influence of Advertising and Influencer Reviews on Purchasing Decisions of Deeva. Bip's Jurnal Bisnis Perspektif, 16(1), 1–14. https://doi.org/10.37477/bip.v16i1.506.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Guslan, D., & Yani, M. A. (2021). Pengaruh Kualitas Informasi, Harga Produk Dan Kepercayaan Pelanggan Terhadap Minat Beli Konsumen Di Zalora. Jurnal Logistik Bisnis, 11(1), 24–36. https://doi.org/10.46369/logistik.v11i1.1375.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Harli, I. I., Mutasowifin, A., & Andrianto, M. S. (2021). Pengaruh Online Consumer Review Dan Rating Terhadap Minat Beli Produk Kesehatan Pada E-Marketplace Shopee Selama Masa Pandemi Covid-19. Inobis: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), Article 4. https://doi.org/10.31842/jurnalinobis.v4i4.205.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Jesslyn, J., & Winduwati, S. (2021). Pemanfaatan Media Sosial Instagram Pada Online Shop @Ivoree.Id Dalam Memasarkan Produk. Prologia, 5(1), Article 1. https://doi.org/10.24912/pr.v5i1.8178.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ju, X. (2015). Consumers’ Variety Seeking: From An Information Perspective. International Business Research, 8(3), Article 3. https://doi.org/10.5539/ibr.v8n3p42.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kotiyah, K., Roslina, R., & Nabila, N. I. (2023). Pengaruh Kepercayaan Dan Kemudahan Transaksi Terhadap Keputusan Pembelian Online Di Zalora Indonesia. Economics And Digital Business Review, 4(2), Article 2. https://doi.org/10.37531/ecotal.v4i2.598.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Noviatun, R. T., & Khasanah, I. (2017). Analisis Pengaruh Kegunaan Yang Dirasakan, Kemudahan Penggunaan Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening. Diponegoro Journal of Management, 6(4), 896–907. https://ejournal3.undip.ac.id/index.php/djom/article/view/18045.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Palma, M. A., Iriani, S. S., & Harti, H. (2021). Effect Of Variety Seeking and Electronic Word of Mouth on Brand Switching (Study on Millennial Generation ss Modern Coffee Shop Consumers in Surabaya). International Journal of Multicultural and Multireligious Understanding, 8(8), Article 8. https://doi.org/10.18415/ijmmu.v8i8.2976.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pebrianti, W., Ningtias, F. O., Ahmadi, Listiana, E., & Ramadania. (2023). Pengaruh Perilaku Mencari Variasi Dan Kualitas Website Pada Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Studi Empiris Di Netflix. Jurnal Manajemen Dan Keuangan, 12(2), Article 2. https://doi.org/10.33059/jmk.v12i2.7521.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rezeki, SRI., Sartika, Fani., Kespandiar, T., Nurcholifah, I. & Febrian, WD. (2023). Analysis of The Influence of Brand Image and Negative Electronic Word of Mouth on Repurchase Intention of Ice Cream Aice Consumers. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). 9 (5). 2023, 2050-2054.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Saputri, L. A., Slamet, A. R., & Rizal, M. (2022). Pengaruh Variety Seeking, Brand Image Dan Product Quality Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Produk Skincare Ms Glow Sumbawa). E-Jrm : Elektronik Jurnal Riset Manajemen, 11(10), Article 10. https://jim.unisma.ac.id/index.php/jrm/article/view/18010.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sartika, F., & Ibrahim, A. L. (2022). PENGARUH NORMA SUJEKTIF DAN HARGA TERHADAP MINAT BELI SAYURAN ORGANIK DI KOTA BANDA ACEH. JSI: Jurnal Saudagar Indonesia, 1(2), 114-122. https://doi.org/10.37598/jsi.v1i2.1491.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Setiawan, T., Hadita, H., & Komariah, N. S. (2024). Pengaruh Brand Image Dan Harga Melalui Minat Beli Terhadap Keputusan Pembelian Produk Fashion Secara Online Di Rawa Lumbu (Studi Pada E-Commerce Zalora). Jurnal Riset Manajemen Dan Ekonomi, 2(2), Article 2. https://doi.org/10.54066/jrime-itb.v2i2.1598.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ulya, Z., Purusa, N. A., Anomsari, A., & Haziroh, A. L. (2024). Pengaruh Harga, Gaya Hidup, Kualitas Dan Promosi Terhadap Keputusan Pembelian Produk Fashion Di Ecommerce Zalora. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 8(3), Article 3. https://doi.org/10.31955/mea.v8i3.4745.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads

Most read articles by the same author(s)