PENGARUH PEMASARAN ONLINE PAKAIAN TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI ONLINE SHOPEE PADA MAHASISWA INSTITUT PARIWISATA TRISAKTI

Authors

  • Mimi Enggriani Institut Pariwisata Trisakti
  • Triana Rosalina Dewi Institut Pariwisata Trisakti
  • Faiza Rachim Institut Pariwisata Trisakti

DOI:

https://doi.org/10.30736/jpim.v8i2.1596

Abstract

This study aims to determine the effect of online clothing marketing on purchasing decisions in the Shopee online application for Trisakti Tourism Institute students. This type of research is descriptive quantitative with simple regression analysis method and sampling by random sampling. The number of samples is 100 0 people. The results of the study show that clothing online marketing has a significant effect on purchasing decisions in the Shopee online application. Online clothing marketing has a significant impact on the purchasing decisions of Trisakti Institute of Tourism students because of the ease of accessing online stores via mobile devices, providing a wider selection, promotions and discounts, product reviews and ratings, and the ability to easily share information with friends through social media.

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Published

2023-06-13

How to Cite

Enggriani, M., Rosalina Dewi, T., & Rachim, F. (2023). PENGARUH PEMASARAN ONLINE PAKAIAN TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI ONLINE SHOPEE PADA MAHASISWA INSTITUT PARIWISATA TRISAKTI. JPIM (Jurnal Penelitian Ilmu Manajemen), 8(2), 175–181. https://doi.org/10.30736/jpim.v8i2.1596