Pengaruh Variety Seeking dan Minat Beli Terhadap Keputusan Pembelian

Authors

DOI:

https://doi.org/10.35870/emt.v9i2.3968

Keywords:

Variety Seeking, Purchase Interest, Purchase Decision

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.

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Author Biographies

  • Ahmad Imam Baihaqi, Universitas Wahid Hasyim

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

  • Fani Sartika, Universitas Muhammadiyah Aceh

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

  • Supiati, Universitas Indonesia Timur

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

  • Elizabeth, Universitas Budi Luhur

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

  • Nurlina, Politeknik LP3I Jakarta,

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

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Published

2025-04-10

Issue

Vol. 9 No. 2 (2025): APRIL 2025

Section

Articles

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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