Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

<Previous Article In Volume
Next Article In Volume>

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

Authors
Tin Agustina Karnawati1, *
1Institut Teknologi dan Bisnis Asia Malang, Malang, Indonesia
*Corresponding author. Email: tiena.karnawati@gmail.com
Corresponding Author
Tin Agustina Karnawati
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_31How to use a DOI?
Keywords
Buying Decision; Price; Convenience; Trust
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
10.2991/978-94-6463-076-3_31
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_31How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tin Agustina Karnawati
PY  - 2022
DA  - 2022/12/12
TI  - Fashion-Buying Decisions at Shopee Are Influenced by Price, Convenience and Trust
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 403
EP  - 412
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_31
DO  - 10.2991/978-94-6463-076-3_31
ID  - Karnawati2022
ER  -