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Fitriani Latief
Institut Teknologi & Bisnis NOBEL Makassar
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Aspect Purchasing Decisions at Consumers Lazada: Trust, Price, Tagline Dirwan; Orfyanny S.Themba; Fitriani Latief
Jurnal Economic Resource Vol. 4 No. 1 (2021): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

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Abstract

Lazada is one of the most popular e-commerce apps in ASEAN, with the most users in Indonesia; of course, it continues to compete with its rivals in attracting customers to make purchases. The purpose of this research is to look into the impact of trust on purchasing decisions, the impact of price on purchasing decisions, and the impact of the tagline on purchasing decisions—a survey method using a questionnaire. The population consists of Makassar Lazada shoppers. The sample size was 96 people, and the method used was random sampling. Descriptive analysis and multiple regression techniques are used in data analysis. A total of 96 people took part in the survey. Descriptive analysis and multiple regression techniques are used in data analysis. Trust, price, and tagline all influenced positive and significant purchasing decisions, according to the findings
Utilitarian Shopping Motives and Reference Groups on Online Fashion Product Purchase Decisions Fitriani Latief; Asniwati
Jurnal Economic Resource Vol. 4 No. 2 (2021): September-April
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

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This study aims to examine shopping utility motives and the reference group that influences purchasing decisions. This research approach uses a scientific approach. The population in this study was all students of STIE Nobel Indonesia class 2016, 2017, and 2018 with 418 people. The criteria for this research are students of STIE Nobel Indonesia Makassar class 2016, 2017, and 2018 who have bought online fashion products with the Slovin formula to calculate the sample size of a known population of 205 people. Multiple linear regression statistical analysis with the help of SPSS used to process research data. Based on the results of research and discussion on the Influence of Utilitarian Shopping Motives and Reference Groups on Online Fashion Product Purchase Decisions (Study on Students of STIE Nobel Indonesia Makassar), several conclusions can be drawn; there is a positive and significant influence on the independent variable, namely the utilitarian shopping motive variable and the reference group partially. on the dependent variable, namely the purchase decision. This study suggests that companies should use reference groups for consumers in consumer decisions to buy fashion products. Then, future researchers should conduct the same research supported by making more observations by adding other supporting variables, such as hedonic motivation, lifestyle, consumer attitudes, and others.
Co-Authors Asniwati Dirwan Dirwan Orfyanny S.Themba