The Influence of Product Quality and Price on Online Purchase Interest in the Fashion Category on Lazada

Pengaruh Kualitas Produk dan Harga Terhadap Minat Beli Online Kategori Fashion Di Lazada

Abstract

The aims of This study is to examine the effect of product quality and price on  online buying intention in the fashion category at Lazada among consumers in the South  Siberut sub-district. This study used quantitative methods with an associative design. The  population in this study were people in South Siberut sub-district who had never made an  online purchase at Lazada. The number of samples in this study were 96 respondent. The  data analysis technique used is multiple linear regressiom analysis, t-test and f-test are the  hypothesis testing. The results of this study show that partially product quality and price  has positive and significant effect on online buying interest in the fashion category at  Lazada. Based on the F test, product quality and price simultaneously have positive and  significant effect on online buying intention in the fashion category at Lazada among  consumers in the South Siberut sub-district. R square is 0.269. This means that product  quality and price are able to influence online buying intention in the fashion category at  Lazada for consumers in South Siberut sub-district with a percentage of 26.9% while the  remaining 73.1% is influenced by other variable not examined in this study such as  promotion and service quality. Thus, it can be concluded that if you want to improve  online buying intention in fashion categories at Lazada for consumers in South Siberut  sub-district, product quality and price need to be considered by seller of fashion category  at Lazada