PENGARUH PERSONAL BRANDING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA REMAJA DI JAKARTA BARAT

Abstrak

Penelitian ini dilatarbelakangi oleh perkembangan industri fashion serta meningkatnya peran media sosial dalam membentuk personal branding di kalangan remaja, yang turut memengaruhi perilaku pembelian produk fashion. Dalam persaingan pasar yang semakin ketat, personal branding dan kualitas produk menjadi dua faktor penting yang memengaruhi keputusan pembelian konsumen, khususnya di kalangan remaja Jakarta Barat yang cenderung mengikuti tren gaya hidup melalui media sosial. Penelitian ini bertujuan menganalisis pengaruh personal branding dan kualitas produk terhadap keputusan pembelian produk fashion pada remaja di Jakarta Barat, baik secara parsial maupun simultan. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 96 responden remaja di Jakarta Barat yang pernah membeli produk fashion, dengan teknik purposive sampling sebagai metode penentuan sampel. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan program IBM SPSS Statistics versi 21, meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji hipotesis (uji t dan uji F), serta uji koefisien determinasi untuk mengukur besarnya kontribusi variabel bebas terhadap variabel terikat. Hasil penelitian menunjukkan bahwa personal branding berpengaruh negatif dan signifikan terhadap keputusan pembelian (t hitung -10,982; t tabel 1,985; sig. 0,000 < 0,05), sedangkan kualitas produk berpengaruh positif dan signifikan (t hitung 19,197; t tabel 1,985; sig. 0,000 < 0,05). Secara simultan, personal branding dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian (F hitung 187,153; F tabel 3,09; sig. 0,000 < 0,05), dengan nilai koefisien determinasi (R²) sebesar 80,1%, sedangkan sisanya sebesar 19,9% dipengaruhi oleh variabel-variabel lain di luar penelitian ini, seperti harga dan promosi.

This research is motivated by the growth of the fashion industry and the increasing role of social media in shaping personal branding among teenagers, which in turn influences their fashion product purchasing behavior. Amid increasingly intense market competition, personal branding and product quality have become two important factors influencing consumer purchasing decisions, particularly among teenagers in West Jakarta who tend to follow lifestyle trends through social media. This study aims to analyze the influence of personal branding and product quality on purchasing decisions for fashion products among teenagers in West Jakarta, both partially and simultaneously. The research method used is quantitative with an associative approach. Data were collected through questionnaires distributed to 96 teenage respondents in West Jakarta who had purchased fashion products, using a purposive sampling technique. Data analysis was conducted using multiple linear regression with the aid of IBM SPSS Statistics version 21, including validity tests, reliability tests, classical assumption tests, hypothesis tests (t-test and F-test), and the coefficient of determination test to measure the contribution of the independent variables to the dependent variable. The results show that personal branding has a negative and significant effect on purchasing decisions (t-count -10.982; t-table 1.985; sig. 0.000 < 0.05), while product quality has a positive and significant effect (t-count 19.197; t-table 1.985; sig. 0.000 < 0.05). Simultaneously, personal branding and product quality have a positive and significant effect on purchasing decisions (F-count 187.153; F-table 3.09; sig. 0.000 < 0.05), with a coefficient of determination (R²) of 80.1%, while the remaining 19.9% is influenced by other variables outside this study, such as price and promotion.