PENGARUH PRICE DISCOUNT DAN LIVE SHOPPING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN FASHION DI SHOPEE

Putri, Angellica Natalia (2024) PENGARUH PRICE DISCOUNT DAN LIVE SHOPPING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN FASHION DI SHOPEE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to prove empirically whether Price discounts and Live shopping influence Fashion Consumer Purchasing Decisions on Shopee. This research uses a quantitative approach with the population in this research being Shopee account users. The research method is by using non-probability sampling with a purposive sampling method. The sample was selected according to considerations that had been determined by the respondents which resulted in 85 respondents. The analysis technique uses validity tests, reliability tests, classic assumption tests (normality test, multicollinearity test, and heteroscedasticity test), hypothesis tests (t test, F test and R2 test), and multiple linear regression, with SPSS 23.0 tools. The results of the research obtained a regression equation where Y = 16.250 + 0.471X1 + 0.276X2 + e. From the regression equation it is known that Price discount and Live shopping have a positive and significant effect on Fashion Consumer Purchasing Decisions at Shopee. The results of the coefficient of determination test obtained an R2 value of 0.462, which means that the rise and fall of purchasing decision variabels can be explained by the independent variabels, namely Price discount and Live shopping, amounting to 46.2%, while the remaining 53.8% is influenced by other factors not discussed in the research This.

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