Keputusan Pembelian Produk Fashion pada E-commerce: Pengaruh Fashion    Consciousness, Shopping Enjoyment, Nilai Konsumen

Fashion Product Purchase Decision in E-commerce: Effect of Fashion Consciousness, Shopping Enjoyment, Consumer Value

Pandemi Covid-19 telah merubah perilaku konsumen dari berbelanja secara langsung menjadi berbelanja secara online. Di masa pandemi produk fashion banyak diminati ketika berbelanja secara online, meskipun hanya di rumah saja, masyarakat tetap  merasa butuh  tampil  dengan  gaya  yang  menarik untuk mengikuti trend terbaru. Dalam hal ini peneliti menguji pengaruh fashion consciousness, shopping enjoyment, nilai konsumen terhadap keputusan pembelian online pada e-commerce fashion. Sampel yang digunakan sebesar 200 dengan teknik non probability sampling. Penelitian ini termasuk dalam jenis penelitian konklusif.  Dalam penelitian ini, teknik analisis data menggunakan analisis regresi berganda. Berdasarkan hasil penelitian diperoleh temuan bahwa fashion consciousness dan nilai konsumen memiliki pengaruh yang signifikan terhadap keputusan pembelian namun, shopping enjoyment tidak berpengaruh signifikan terhadap keputusan pembelian. Hal ini menunjukkan bahwa fashion consciousness dan nilai konsumen memiliki peran penting dalam mempengaruhi keputusan untuk membeli di e-commerce fashion

The Covid-19 pandemic has changed consumer behaviour from shopping in person to shopping online. During the pandemic, fashion products are in great demand when shopping online, even if only at home, people still need to appear in an attractive style to keep up with the latest trends. In this case, the researcher examines the effect of fashion consciousness, shopping enjoyment, consumer value on online purchasing decisions in e-commerce fashion. The sample used in this study is 200 with a non-probability sampling technique and included in the type of conclusive research. In this study, the data analysis technique used multiple regression analysis. The study results found that fashion consciousness and consumer value have a significant influence on purchasing decisions. However, shopping enjoyment has no significant effect on purchasing decisions. It shows that fashion consciousness and consumer value have an essential role in influencing buying in fashion e-commerce.