PENGARUH PRODUCT, PRICE, PLACE, PROMOTION DAN SELEBGRAM TERHADAP KEPUTUSAN BERBELANJA ONLINE PRODUK FASHION DI APLIKASI SHOPEE (Studi Kasus Pada Pengguna Aplikasi Shopee Di Kota Padang)

Abstract

The purpose of this study was to determine and analyze the effect of product, price, location, promotion and celebrity on consumer decisions to shop for fashion products in the Shopee application. The population in this study were all active daily application users of the Shopee online shopping site in the city of Padang. Determining the number of samples in this study using the Cochran formula, with a total sample of 96 respondents. The sampling technique used is purposive sampling, a sampling method that takes a basic sample based on certain criteria. The data analysis technique used is multiple linear regression and statistical t test. The results showed that the product, price, location, promotions and celebgram have a significant effect on consumer decisions to shop for fashion products on the Shopee application in the city of Padang. In an effort to improve consumer purchasing decisions in the future, it is recommended to Shopee management, especially stores that sell Fashion products on the Shopee Application, to continue to improve product, price, location, promotions and celebgram.