Pengaruh Variasi Produk Dan Trend Fashion Terhadap Minat Beli Konsumen Pada Toko Happy Tuhfah Kecamatan Gandapura
DOI:
https://doi.org/10.61231/cj0a3848Keywords:
Product Variety, Fashion Trends, Purchase Intention, Fashion Retail.Abstract
The rapid growth of the fashion industry has encouraged retail businesses to better understand the factors influencing consumer purchase intention. Product variety and the ability to follow fashion trends have become important strategies in increasing product attractiveness amid increasingly competitive market conditions. This study aims to analyze the effect of product variety and fashion trends on consumer purchase intention at Happy Tuhfah Store in Gandapura District. This study employed a quantitative approach with an associative research design. The sample consisted of 67 respondents selected using simple random sampling. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that product variety and fashion trends have a positive and significant effect on consumer purchase intention, both partially and simultaneously. Product variety was found to be the most dominant variable with a regression coefficient of 0.885, while fashion trends had a coefficient of 0.509. Furthermore, the coefficient of determination of 0.892 indicates that 89.2% of the variation in consumer purchase intention can be explained by these two variables, while the remaining portion is influenced by other factors outside this study. The findings suggest that product diversity and the ability to adapt to current fashion trends are important factors in increasing consumer purchase intention in local fashion retail businesses.
References
Baidowi. (2021). Manajemen produk dan strategi pemasaran. Jakarta: Salemba Empat.
Durianto, D., Sugiarto, & Sitinjak, T. (2003). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. Jakarta: PT Gramedia Pustaka Utama.
Eksananda, R. (2022). Perilaku konsumen dalam Minat Beli. Bandung: Alfabeta.
Kotler, P. (2012). Marketing management (14th ed.). New Jersey: Pearson Education.
Kotler, P. (2013). Manajemen pemasaran. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). New Jersey: Pearson Education.
Kotler, P., & Keller, K. L. (2013). Marketing management (14th ed.). New Jersey: Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). New Jersey: Pearson Education.
Maha, R. (2021). Fashion sebagai identitas budaya. Jurnal Desain Mode, 3(1), 15–23.
Nizam, A., & Saputra, A. M. (2025). The Behavioral Intentions of Muslim and Non-Muslim Customers Toward Bank Syariah Indonesia Products Post-Merger. Jurnal Economia, 21(1), 18-33.
Saputra, A. M., Lubis, P. H., & Nizam, A. (2020). Factors impacting millennial online purchase intention with web experience intensity as moderation. International Journal of Business Management and Economic Review, 3(03), 01-16.
Sari, D. N. (2018). Trend fashion dan desain busana. Bandung: Remaja Rosdakarya.
Sari, R. (2020). Minat beli konsumen dalam perspektif pemasaran. Jurnal Ekonomi dan Bisnis, 8(2), 112–121.
Shadrina, E., Yuldasheva, O., & Yakovlev, A. (2021). Fashion trends and consumer behavior in digital era. Journal of Fashion Marketing, 5(3), 201–215.
Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). New Jersey: Pearson Education.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2018). Metode penelitian manajemen. Bandung: Alfabeta.
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D (28th ed.). Bandung: Alfabeta
Tjiptono, F. (2014). Pemasaran jasa. Yogyakarta: Andi Offset.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Nadhila Fitria, Zahraini Zahraini, Yusrawati Yusrawati, Al Mahfud Saputra
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
