PENGARUH PERSEPSI HARGA DAN KEPERCAYAAN KONSUMEN DI APLIKASI SHOPEE TERHADAP MINAT BELI PRODUK FASHION SAAT PANDEMI COVID-19 PADA MASYARAKAT MILENIAL DI KOTA MEDAN
Abstract
This study aims to determine the effect of price perception and consumer trust on buying interest in fashion products on the Shopee application during the covid 19 pandemic. The number of samples in this study was 100 respondents. From the results of the multiple regression analysis test, the price perception variable has a positive effect on buying interest of 0.104 and the variable of consumer confidence has a positive effect on buying interest of 0.255. From the results of the t-test, the price perception variable has a positive and insignificant effect on buying interest, it can be seen that there is the lowest answer to the fourth statement, namely "I think the price of fashion products in the Shopee application is in accordance with the products offered" with a total mean value of 3.99, it can be concluded that there is no all respondents agree with the statement and the variable consumer confidence has a positive and significant effect on buying interest. From the results of the F test, the variables of price perception and consumer confidence simultaneously have a positive and significant effect on buying interest. From the results of testing the coefficient of determination (R2), the variable price perception and consumer confidence can explain buying interest of 0.208 or 20.8% while the remaining 0, or 79.2% is explained by other variables not examined such as: promotion, service quality, product quality , and others.
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