PENGARUH PERSEPSI KUALITAS PRODUK PAKAIAN TERHADAP MINAT BELI DI MARKETPLACE PADA MAHASISWA PSIKOLOGI UNIVERSITAS NEGERI JAKARTA

Dalam Bahasa Indonesia: ABSTRAK Berkembangnya teknologi mengubah tatanan kehidupan masyarakat dalam berbagai aspek kehidupan. Remaja identik dengan tren up to date di banyak sektor salah satunya adalah fashion. Perkembangan tren fashion diikuti oleh produsen fashion untuk memikat (engagement) pangsa pasar termasuk usia remaja. Fashion sudah menjadi bagian dari gaya hidup hampir semua orang. Keberadaan Shopee, Tokopedia, Lazada, Bukalapak, Blibli.com serta marketplace lainnya sedikit banyak sudah sangat disadari oleh seluruh kalangan masyarakat. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk terhadap minat beli di marketplace (Shopee, Tokopedia, Lazada) pada mahasiswa jurusan Psikologi Universitas Negeri Jakarta. Penelitian ini merupakan penelitian kuantitatif dengan analisis uji regresi sederhana. Populasi dalam penelitian ini adalah seluruh mahasiswa aktif jurusan Psikologi Universitas Negeri Jakarta, angkatan tahun 2019 – 2022, yang berusia 18 – 24 tahun, sebanyak 791 orang. Teknik pengambilan sampel dalam penelitian ini adalah simple random sampling dengan jumlah sampel sebanyak 203 mahasiswa. Hasil penelitian didapatkan bahwa kualitas produk (X) berpengaruh secara positif dan signifikan terhadap minat Beli (Y). Implikasi dalam penelitian ini adalah supaya produsen pakaian di marketplace perlu meningkatkan kualitas produk dan promosi produk fashion yang dijual sehingga memberikan keuntungan bagi produsen di masa depan. Kesimpulan dalam penelitian ini adalah kualitas produk (X) berpengaruh secara positif dan signifikan terhadap Minat beli (Y). Kata kunci: Kualitas Produk, Minat Beli, Marketplace, Produk fashion Dalam Bahasa Inggri: ABSTRACT The development of technology has changed the order of people's lives in various aspects of life. Teenagers are synonymous with up to date trends in many sectors, one of which is fashion. The development of fashion trends is followed by fashion manufacturers to engage market share, including teenagers. Fashion has become part of almost everyone's lifestyle. The existence of Shopee, Tokopedia, Lazada, Bukalapak, Blibli.com and other marketplaces is more or less well recognized by the whole community. The purpose of this study was to determine the effect of product quality on purchase intention in the Marketplace (Shopee, Tokopedia, Lazada) for Psychology students at UNJ. This research is a quantitative study with a simple regression test analysis. The population in this study were all active students majoring in Psychology, State University of Jakarta, class of 2019-2022, aged 18-24, with a total of 791 people. The sampling technique in this study was simple random sampling with a total sample of 203 students. The results of the study found that the majority of respondents aged 21 years, female, were UNJ students in class 2019, all respondents had a marketplace application on their cell phones, and Shopee was the most popular online shop for buying fashion online. Product quality (X) has a positive and significant effect on Purchase Intention (Y). The implication of this research is that clothing manufacturers in the marketplace need to improve product quality and promote fashion products that are sold so as to provide benefits for manufacturers in the future. The conclusion in this study is product quality (X) has a positive and significant effect on Purchase Intention (Y). Keywords: Perception, Product Quality, Purchase Intention, Marketplace, Fashion Product