Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 22 No. 3 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Articles

DAMPAK SALURAN DISTRIBUSI DIGITAL (E-COMMERCE) TERHADAP KEPUTUSAN PEMBELIANPRODUK FASHION UNIQLO DI TAMBUN UTARA

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  • Irfan Arifin,
  • Abdillah Abdillah,
  • Aqilla Muhammad Ramadhan,
  • Kurniawati Mulyanti
Irfan Arifin
Universitas Islam 45 Bekasi
Abdillah Abdillah
Universitas Islam 45 Bekasi
Aqilla Muhammad Ramadhan
Universitas Islam 45 Bekasi
Kurniawati Mulyanti
Universitas Islam 45 Bekasi

Published 2025-07-14

Keywords

  • e-commerce,
  • saluran distribusi digital,
  • keputusan pembelian,
  • Uniqlo,
  • fashion,
  • Tambun Utara,
  • digital distribution channel,
  • purchasing decision,
  • North Tambun
    • ...More
    Less
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How to Cite

DAMPAK SALURAN DISTRIBUSI DIGITAL (E-COMMERCE) TERHADAP KEPUTUSAN PEMBELIANPRODUK FASHION UNIQLO DI TAMBUN UTARA. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 22(3), 61-70. https://doi.org/10.2324/wb4npx18

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh saluran distribusi digital (e-commerce) terhadap keputusan pembelian produk fashion Uniqlo di Tambun Utara. Latar belakang penelitian ini didasari oleh perkembangan teknologi digital yang telah mengubah pola distribusi dan perilaku konsumen, khususnya di industri fashion. Metode penelitian yang digunakan adalah kuantitatif asosiatif dengan pendekatan regresi linier sederhana, menggunakan 60 responden yang dipilih berdasarkan teknik purposive sampling. Hasil analisis menunjukkan bahwa saluran distribusi digital berpengaruh signifikan terhadap keputusan pembelian, dibuktikan dengan nilai signifikansi 0,000 dan koefisien determinasi (R²) sebesar 76,4%. Temuan ini menegaskan bahwa kemudahan akses, kecepatan layanan, dan keamanan transaksi digital memiliki peran penting dalam mendorong konsumen melakukan pembelian produk fashion secara online. Penelitian ini memberikan implikasi praktis bagi pelaku industri fashion untuk lebih mengoptimalkan platform e-commerce sebagai strategi distribusi yang efektif dalam meningkatkan konversi penjualan.

Kata kunci: e-commerce, saluran distribusi digital, keputusan pembelian, Uniqlo, fashion, Tambun Utara.

 

Abstract

This study aims to analyze the influence of digital distribution channels (e-commerce) on purchasing decisions for Uniqlo fashion products in North Tambun. The background of this research is based on the development of digital technology that has transformed distribution patterns and consumer behavior, particularly in the fashion industry. The research method used is associative quantitative with a simple linear regression approach, involving 60 respondents selected through purposive sampling. The analysis results show that digital distribution channels have a significant effect on purchasing decisions, as evidenced by a significance value of 0.000 and a coefficient of determination (R²) of 76.4%. These findings confirm that ease of access, service speed, and transaction security play a crucial role in encouraging consumers to purchase fashion products online. This research offers practical implications for fashion industry players to further optimize e-commerce platforms as an effective distribution strategy to boost sales conversion.

Keywords: e-commerce, digital distribution channel, purchasing decision, Uniqlo, fashion, North Tambun.

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