EFFECT OF PRODUCT, PRICE AND PSYCHOLOGICAL FACTORS DECISION AGAINST ONLINE CONSUMER PRODUCT GOODS SHOPPING FASHION IN PADANG

Abstract

This study aims to determine the effect of the product, price and psychological factors on consumer decision in fashion goods shopping online products in Padang. The sample in this study is that consumers who shop online products in Padang fashion goods amounted to 138 respondents, the sampling technique is purposive sampling. The type of data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using test T-test statistic to prove the influence of independent variables on the dependent variable partially or individual. Results of the research hypothesis testing found that the product, price and the perception and learning positive and significant impact on consumer decisions in fashion goods shopping online products in Padang. Then motivation and no significant positive effect on consumer decisions in the shop as well as beliefs and attitudes, and no significant negative impact on consumers in shopping decisions. Further recommended the companies that sell products online pay attention to their products, then offer prices for each product and increase psychological factors. Keywords: product, price, psychological factors, consumer decisions