Abstract
The level of business competition in several online shopping sites for fashion products is currently experiencing quite crucial dynamics. Competitive match will indirectly affect consumer purchasing decisions. This research explores what factors are dominantly influencing the level of product purchase decisions on online shopping sites in terms of product variety, price, brand image and promotion aspects. This research design uses a quantitative research design. Determination of the sample in this study using the convenience sampling method with a total of 110 respondents. Data collection uses a questionnaire distributed online during the period from May to June 2021. This study concludes that product variations and brand image have a positive and significant influence on purchasing decisions. Then for the effect of price and promotion on purchasing decisions obtained a positive but not significant impact. This study confirms the importance of paying attention to aspects of pricing and product promotion strategies on the Reebonz online shopping site
Highlights
As a pioneer in the branded product business, the Reebonz shopping site presents various advantages that strengthen its position as the new luxury ecosystem
This research explores what factors are dominantly influencing the level of product purchase decisions on online shopping sites in terms of product variety, price, brand image and promotion aspects
This study concludes that product variations and brand image have a positive and significant influence on purchasing decisions
Summary
As a pioneer in the branded product business, the Reebonz shopping site presents various advantages that strengthen its position as the new luxury ecosystem. The founders of Reebonz saw the market growth so fast, that innovative innovation efforts were needed. This condition is crucial for Reebonz as a pioneer in the luxury product business. To continue to exist among consumers, it is necessary to have a concrete marketing strategy to build and grow purchasing decisions on the Reebonz online shopping site. To continue to exist among consumers, it is necessary to have a concrete marketing strategy to develop and grow purchasing decisions on the Reebonz online shopping site.
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