PENGARUH INFLUENCER MARKETING, FASHION LIFESTYLE, DAN PRICE DISCOUNT TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI SHOPEE

Abstract

The purpose of this study was to analyse the effect of influencer marketing, fashion lifestyle, and price discounts on purchasing decisions for fashion products in Shopee e-commerce. This research method is quantitative with the sampling technique in this study is Non-Probability and using the Purposive Sampling method. The data used in this study are primary data. In this study, primary data sources came from respondents. In this study, the method used to collect data is through the use of questionnaires or questionnaires. The population of this research is students of Universitas Muhammadiyah Surakarta. The number of research samples used in this study were 140 respondents based on Ferdinand's calculations. The data analysis technique of this research is to use the SPSS 22 application. The data analysis method is by testing data instruments, classical assumption tests, and hypothesis testing. The results of this study indicate that influencer marketing has a positive and significant effect on purchasing decisions for fashion products at Shopee for Surakarta Muhammadiyah University students. Fashion lifestyle has a positive and significant effect on purchasing decisions for fashion products at Shopee for Muhammadiyah Surakarta University students. Price discount has a positive and significant effect on purchasing decisions for fashion products at Shopee for Surakarta Muhammadiyah University students.