Fashion-Buying Decisions at Shopee Are Influenced by Price, Convenience and Trust

Tin Agustina Karnawati ()
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Tin Agustina Karnawati: Institut Teknologi dan Bisnis Asia Malang

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 403-412 from Springer

Abstract: Abstract Advancement in technology positively impacts easier communication technology that meets human needs. Shopee has become one of the marketplaces preferred by the public with increased usage, mainly as a practical shopping of a product. Online shopping trends have become an interesting choice in providing convenience to people with high mobility. The data shows that rapid development has occurred in online consumers, especially during the Covid-19 pandemic. This study aims to determine whether the buying decision under the fashion category on Shopee is affected by price, convenience, and trust. This study uses a quantitative approach with the type of explanatory research in 100 sample respondents who had made a fashion purchase on Shopee. This study also uses multiple linear regression analysis methods supported by instrument testing, classic assumption testing, and partial-simultaneous hypothesis testing. The results show that convenience and trust significantly influence the buying decision, while price does not affect the fashion-buying decision on Shopee. The findings of this study can inspire further researchers by developing further research variables on online purchasing decisions. Theoretical benefits of this research contribute to the development of marketing management science, especially in the study of consumer behaviour.

Keywords: Buying Decision; Price; Convenience; Trust (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-076-3_31

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