Factors Affecting the Interest of Online Fashion Shopping at the University of North Sumatra Accounting Students

Oct 13, 2025 by sorusgentrification.com 117 views

Factors Affecting the Interest of Online Fashion Shopping at the University of North Sumatra Accounting Students

Introduction

The rapid development of information and communication technology has revolutionized the way consumers shop, including students at the University of North Sumatra. The increasing popularity of online shopping has led to a significant shift in consumer behavior, with students actively seeking fashion products online. This study aims to investigate the factors that influence the interest of accounting students at the University of North Sumatra in shopping for fashion online.

Background

The University of North Sumatra is one of the leading institutions in Indonesia, with a strong focus on accounting education. The accounting students at the university are among the most active online shoppers, with a significant portion of them shopping for fashion products online. The increasing popularity of online shopping has led to a significant shift in consumer behavior, with students seeking fashion products online.

Research Objectives

This study aims to reveal the factors that influence the interest of accounting students at the University of North Sumatra in shopping for fashion online. The study analyzes five main factors, namely:

Website quality
Product quality
Customer trust
Communication word of mouth
Gender

Methodology

The research data was collected through the distribution of questionnaires to 192 Accounting Students/I, University of North Sumatra, which were selected samples from the regular student population of the S1 Accounting Study Program at the Faculty of Economics and Business, University of North Sumatra, class of 2017 and 2018. Data was analyzed using descriptive statistical techniques, assuming testing Classic, multiple linear regression analysis, and hypothesis test with the help of SPSS software.

Results

The results showed that there were positive and significant influences of website quality, product quality, customer trust, and communication * Word of Mouth * on students' interest in shopping for fashion online. This means the better the quality of the website, the quality of the product, the level of customer confidence, and the more positive information obtained through communication word of mouth, the higher the interest of students to shop for fashion online.

However, this research shows that gender has a positive but insignificant influence on fashion shopping interest online. That is, although there is a tendency for gender to influence the interest of online fashion shopping, but the effect is not strong enough to be said as a major factor.

Deeper Analysis

Website Quality

Easy website navigation
Attractive display
Complete product information
Ease of transactions become an important factor that affects the interest of students to shop for fashion online.

Product Quality

Good product quality, such as quality materials, attractive designs, and appropriate sizes, are the main factors that encourage students to shop for fashion online.

Customer Trust

Trust in online shopping platforms, such as shop reputation, transaction security, and return policies, is an important factor for students to decide to shop for fashion online.

Communication Word of Mouth

Information obtained from friends, family, or influencers through social media about the experience of shopping for online fashion, greatly affects the interest of students to try shopping online.

Implications for Business Actors

The results of this study provide several implications for business actors in the field of online fashion:

Improve Website Quality

Business actors need to focus on developing a user-friendly website, attractive appearance, and complete product information to attract students.

Paying Attention to Product Quality

The main priority is to provide quality products with attractive designs and in accordance with the trends that are attractive to students.

Building Customer Trust

It is important to build a good online store reputation by providing responsive customer service and ensuring transaction security.

Utilizing Communication Word of Mouth

Business actors can use social media and influencers to spread positive information about their products and services.

Conclusion

This study shows that the quality of the website, product quality, customer trust, and communication * Word of Mouth * has a significant influence on the interests of accounting students at the University of North Sumatra in shopping for fashion online. Business actors need to pay attention to these factors to increase competitiveness and achieve greater market share in the student segment.

Recommendations

Based on the findings of this study, the following recommendations are made:

Business actors should focus on developing a user-friendly website, attractive appearance, and complete product information to attract students.
Business actors should prioritize providing quality products with attractive designs and in accordance with the trends that are attractive to students.
Business actors should build a good online store reputation by providing responsive customer service and ensuring transaction security.
Business actors can use social media and influencers to spread positive information about their products and services.

Limitations

This study has several limitations, including:

The study only focuses on accounting students at the University of North Sumatra, and the findings may not be generalizable to other students or populations.
The study only analyzes five main factors, and other factors may also influence the interest of students in shopping for fashion online.
The study only uses a quantitative approach, and a qualitative approach may provide more in-depth insights into the factors influencing the interest of students in shopping for fashion online.

Future Research Directions

Based on the findings of this study, the following future research directions are suggested:

Conducting a study on the factors influencing the interest of students in shopping for fashion online in other countries or regions.
Analyzing the impact of social media on the interest of students in shopping for fashion online.
Investigating the role of influencers in shaping the interest of students in shopping for fashion online.

References

[List of references cited in the study]

Appendices

[Appendices, including questionnaires, data analysis, and other supporting materials]
Q&A: Factors Affecting the Interest of Online Fashion Shopping at the University of North Sumatra Accounting Students

Introduction

In our previous article, we discussed the factors that influence the interest of accounting students at the University of North Sumatra in shopping for fashion online. In this article, we will answer some of the most frequently asked questions related to this topic.

Q1: What are the main factors that influence the interest of students in shopping for fashion online?

A1: The main factors that influence the interest of students in shopping for fashion online are:

Website quality
Product quality
Customer trust
Communication word of mouth
Gender

Q2: Why is website quality an important factor in influencing the interest of students in shopping for fashion online?

A2: Website quality is an important factor because it affects the user experience of students. A user-friendly website with an attractive appearance and complete product information can increase the interest of students in shopping for fashion online.

Q3: What is the role of product quality in influencing the interest of students in shopping for fashion online?

A3: Product quality is a crucial factor in influencing the interest of students in shopping for fashion online. Good product quality, such as quality materials, attractive designs, and appropriate sizes, can encourage students to shop for fashion online.

Q4: How does customer trust influence the interest of students in shopping for fashion online?

A4: Customer trust is an important factor in influencing the interest of students in shopping for fashion online. Trust in online shopping platforms, such as shop reputation, transaction security, and return policies, can increase the interest of students in shopping for fashion online.

Q5: What is the role of communication word of mouth in influencing the interest of students in shopping for fashion online?

A5: Communication word of mouth is a significant factor in influencing the interest of students in shopping for fashion online. Information obtained from friends, family, or influencers through social media about the experience of shopping for online fashion can greatly affect the interest of students in trying shopping online.

Q6: Why is gender a factor in influencing the interest of students in shopping for fashion online?

A6: Gender is a factor in influencing the interest of students in shopping for fashion online because it can affect the preferences and behaviors of students. However, the effect of gender is not strong enough to be said as a major factor.

Q7: What are the implications of this study for business actors in the field of online fashion?

A7: The implications of this study for business actors in the field of online fashion are:

Improve website quality
Pay attention to product quality
Build customer trust
Utilize communication word of mouth

Q8: How can business actors increase competitiveness and achieve greater market share in the student segment?

A8: Business actors can increase competitiveness and achieve greater market share in the student segment by paying attention to the factors that influence the interest of students in shopping for fashion online, such as website quality, product quality, customer trust, and communication word of mouth.

Q9: What are the limitations of this study?

A9: The limitations of this study are:

The study only focuses on accounting students at the University of North Sumatra, and the findings may not be generalizable to other students or populations.
The study only analyzes five main factors, and other factors may also influence the interest of students in shopping for fashion online.
The study only uses a quantitative approach, and a qualitative approach may provide more in-depth insights into the factors influencing the interest of students in shopping for fashion online.

Q10: What are the future research directions based on the findings of this study?

A10: The future research directions based on the findings of this study are:

Conducting a study on the factors influencing the interest of students in shopping for fashion online in other countries or regions.
Analyzing the impact of social media on the interest of students in shopping for fashion online.
Investigating the role of influencers in shaping the interest of students in shopping for fashion online.

Conclusion

In conclusion, this Q&A article provides answers to some of the most frequently asked questions related to the factors that influence the interest of accounting students at the University of North Sumatra in shopping for fashion online. The study highlights the importance of website quality, product quality, customer trust, and communication word of mouth in influencing the interest of students in shopping for fashion online.