PENGARUH COUNTRY OF ORIGIN, PRODUCT QUALITY, DAN E-WOM TERHADAP PURCHASE INTENTION FASHION IMPOR DI SHOPEE

Sopia Kamal, . (2025) PENGARUH COUNTRY OF ORIGIN, PRODUCT QUALITY, DAN E-WOM TERHADAP PURCHASE INTENTION FASHION IMPOR DI SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (167kB)
[img] Text
AWAL.pdf
Download (2MB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (305kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (269kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (329kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (633kB)
[img] Text
BAB 5.pdf
Download (171kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (232kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (117kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (813kB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (16MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (935kB)

Abstract

The Phenomenon of consistently high consumer purchase intention toward imported fashion products on the Shopee e-commerce platform in Indonesia has become a key concern, as it persists despite government policies restricting imports to protect the domestic industry. This situation indicate that certain factors continue to drive consumer interest in imported fashion products. This study aims to examine, analyze, and empirically test the influence of Country of Origin, Product Quality, and Electronic Word of Mouth (e-WOM) on the Purchase Intention of imported fashion products on Shopee. The study employs a quantitative approach with a sample of 100 respondents aged 17-44 years who are active in DKI Jakarta and have an interest in imported fashion products in Shopee. Purposive sampling was used to select the respondents, and the data were analyzed using SmartPLS 4.0. the results indicate that Country of Origin does not have a significant effect on Purchase Intention, whereas Product Quality, and e-WOM have a positive and significant influence. These findings suggest that Product Quality and e-WOM are the main factors driving Purchase Intention, while the Country of Origin is not a primary consideration for consumers when purchasing imported products in Shopee.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111024] [Pembimbing: Suharyati] [Penguji 1: Pusporini] [Ketua Penguji: Anastasia Bernadin Dwi Mardiatmi]
Uncontrolled Keywords: Country of Origin, e-WOM, Product Quality, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce
N Fine Arts > NX Arts in general
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SOPIA KAMAL
Date Deposited: 30 Mar 2026 07:08
Last Modified: 30 Mar 2026 07:08
URI: http://repository.upnvj.ac.id/id/eprint/41318

Actions (login required)

View Item View Item