KEPUTUSAN PEMBELIAN BAJU SECARA ONLINE MELALUI APLIKASI SHOPEE DENGAN TOKO REGULER DI KECAMATAN MUARA WAHAU

Abstract

This research aims to determine and analyze the influence of product, price, promotions, convenience, trust, and service on purchasing decisions for clothing online through the Shopee app compared to regular stores in the Muara Wahau District. The theoretical basis used in this study includes the relationship between product, price, promotions, convenience, trust, service, and purchasing decisions.

The results of this research show that at Shopee the variables product, price, promotion have a positive and significant effect on clothing purchasing decisions and the convenience, trust and service variables have a positive but not significant effect on clothing purchasing decisions at Shopee in Muara Wahau District. Then in the regular shop product variable, price has a positive and significant effect on the decision to purchase clothes and the variables promotion, convenience, trust, service have a positive but not significant effect on the decision to purchase clothes at a regular shop in Muara Wahau District.