Determinan Keputusan Pembelian Produk Fashion Berbahan Kulit: Peran Digital Marketing, Brand Image, dan Persepsi Harga di Jabodetabek
DOI:
https://doi.org/10.37385/dtvwcy44Keywords:
brand image; digital marketing; keputusan pembelian; persepsi harga; produk fashion berbahan kulitAbstract
Perkembangan teknologi digital telah mengubah cara konsumen memperoleh informasi dan mengambil keputusan pembelian, termasuk pada produk fashion berbahan kulit. Penelitian ini bertujuan menganalisis pengaruh digital marketing, brand image, dan persepsi harga terhadap keputusan pembelian produk fashion berbahan kulit di wilayah Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan metode survei cross-sectional. Data dikumpulkan pada Januari–Juni 2026 melalui kuesioner kepada 200 responden yang dipilih menggunakan teknik purposive sampling. Responden merupakan konsumen berusia minimal 17 tahun, berdomisili atau beraktivitas di Jabodetabek, pernah melihat promosi digital, serta pernah membeli produk fashion berbahan kulit. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling dengan SmartPLS versi 4.1.1.8. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,327, sedangkan brand image berpengaruh positif dan signifikan dengan koefisien sebesar 0,872. Persepsi harga berpengaruh negatif dan signifikan terhadap keputusan pembelian dengan koefisien sebesar −0,217. Brand image menjadi variabel paling dominan dengan nilai effect size sebesar 0,753, diikuti digital marketing sebesar 0,255 dan persepsi harga sebesar 0,064. Nilai R-square sebesar 0,955 menunjukkan bahwa ketiga variabel mampu menjelaskan 95,5% variasi keputusan pembelian. Penelitian ini menyimpulkan bahwa keputusan pembelian terutama ditentukan oleh kekuatan citra merek, didukung oleh efektivitas pemasaran digital dan penilaian konsumen terhadap harga. Pelaku usaha disarankan memperkuat reputasi merek, meningkatkan kualitas komunikasi digital, serta menetapkan harga yang sebanding dengan kualitas dan manfaat produk.
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