Analisis Perilaku Konsumen (Faktor Budaya, Sosial, Pribadi Dan Psikologi) Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada PT. Shopee International Indonesia (Studi Kasus Mahasiswa Manajemen Angkatan 2018 Universitas Islam Riau)

Fahira Utami, Nadya (2022) Analisis Perilaku Konsumen (Faktor Budaya, Sosial, Pribadi Dan Psikologi) Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada PT. Shopee International Indonesia (Studi Kasus Mahasiswa Manajemen Angkatan 2018 Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze whether there is an influence between consumer behavior (Cultural Factors, Social Factors, Personal Factors, Psychological Factors) on the decision to purchase fashion products online at PT. Shopee. The research method used in this study is a quantitative descriptive method with the process of collecting primary data through survey methods and distributing research questionnaires in the form of google forms which are responded to by research respondents. The sample in this study are consumers from PT. Shopee who shop through online in applications available on playstore, apstore and also the website. The sampling technique used is the purposive sampling technique with a total sample of 50 respondents. The data processing and analysis method used in this study is the Liket Scale Method, Multiple Linear Regression, Coefficient of Determination, T partial test and simultaneous F test. The results show that simultaneously, the variables are Cultural Factors, Social Factors, Personal Factors, and Psychological Factors. significant and positive effect on purchasing decisions.

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