Pengaruh Perceived Price Fairness, Brand Awareness, dan Word of Mouth terhadap Keputusan Pembelian Produk Hijab Paris Jadul Varisha pada Mahasiswa Universitas Muhammadiyah Surabaya

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Price Fairness, Brand Awareness, dan Word of Mouth terhadap keputusan pembelian produk Hijab Paris Jadul Varisha pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan program IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa Word of Mouth berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 4,133 dan signifikansi 0,000. Brand Awareness juga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 3,086 dan signifikansi 0,003. Selain itu, Perceived Price Fairness berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 4,426 dan signifikansi 0,000. Secara simultan, Word of Mouth, Brand Awareness, dan Perceived Price Fairness berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai F hitung sebesar 95,058 dan signifikansi 0,000. Nilai koefisien determinasi (R²) sebesar 0,748 menunjukkan bahwa 74,8% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel independen tersebut, sedangkan sisanya sebesar 25,2% dipengaruhi oleh faktor lain di luar penelitian. Variabel yang memiliki pengaruh paling dominan adalah Word of Mouth. Hasil penelitian ini menunjukkan bahwa komunikasi positif antar konsumen, tingginya kesadaran merek, dan persepsi harga yang adil mampu meningkatkan keputusan pembelian produk Hijab Paris Jadul Varisha pada mahasiswa.

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This study aims to analyze the influence of Perceived Price Fairness, Brand Awareness, and Word of Mouth on purchasing decisions of Paris Jadul Varisha Hijab products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Surabaya. This research employed a quantitative approach using a survey method through questionnaires distributed to 100 respondents selected by purposive sampling. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics software. The results indicate that Word of Mouth has a positive and significant effect on purchasing decisions, with a t-value of 4.133 and a significance level of 0.000. Brand Awareness also has a positive and significant effect on purchasing decisions, with a t-value of 3.086 and a significance level of 0.003. Furthermore, Perceived Price Fairness has a positive and significant effect on purchasing decisions, with a t-value of 4.426 and a significance level of 0.000. Simultaneously, Word of Mouth, Brand Awareness, and Perceived Price Fairness have a positive and significant effect on purchasing decisions, as indicated by an F-value of 95.058 and a significance level of 0.000. The coefficient of determination (R²) of 0.748 indicates that 74.8% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 25.2% is influenced by other factors outside the scope of this study. Word of Mouth was found to be the most dominant variable influencing purchasing decisions. The findings suggest that positive consumer communication, strong brand awareness, and fair price perceptions can significantly enhance purchasing decisions for Paris Jadul Varisha Hijab products among university students.