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Pengaruh Trend Fashion, Promosi Diskon, Dan Iklan Di E-Commerce Terhadap Keputusan Pembelian Produk Fashion Di Market Place Totopedia

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"This study aims to examine the influence of fashion
trends, discount promotions, and advertising on consumer
purchasing decisions on e-commerce platforms. This study
was conducted to determine the extent to which these three
marketing factors influence consumer behavior in making
online shopping decisions.
:
The research approach used was quantitative, using the
Partial Least Squares–Structural Equation Modeling (PLS
SEM) method. Data were obtained by distributing
questionnaires to 170 respondents who were active e
commerce users. Instrument testing was conducted through
loading factor analysis, Average Variance Extracted (AVE),
Composite Reliability, and model feasibility testing.
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The analysis results indicate that fashion trends, discount
promotions, and advertising have a positive and significant
influence on purchasing decisions. Together, these three
variables explain 61.8% of the variation in purchasing
decisions, while the remaining 38.2% is influenced by
factors outside the research model. These findings indicate
that implementing effective marketing strategies through
fashion trends, discount promotions, and advertising has
the potential to increase consumer interest and purchasing
decisions on e-commerce platforms.
:
fashion trends, discount promotions, advertising,"

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Availability

Detail Information

Series Title

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Call Number

REF 658.84 MUL p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101067

Classification

658.84

Content Type

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Media Type

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Carrier Type

-

Edition

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Subject(s)

Advertising
purchasing Decisions
PlS-SEM
Fashion Trend
Discount Promotions

Specific Detail Info

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Statement of Responsibility

Sri Mulyani.P

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