Pengaruh Promosi Penjualan, Keamanan Berbelanja Dan Kepercayaan Konsumen Terhadap Minat Beli Online Produk Fashion Pada Marketplace Shopee (Studi Kasus Mahasiswa Fakultas Ekonomi Prodi Manajemen Universitas Muhammadiyah Jember 2019)

Abstract

Advances in internet technology have changed the way businesses operate. Thanks to the
Internet, entrepreneurs have unlimited access to information to support their business
operations. In this context, electronic commerce has evolved into an environment where
advances in Internet technology can be used to make products and services available to a
wider market. The Shopee Online Shopping Application is popular and memorable among
online shopping customers because of its attractive features. This study has the aim of
knowing the effect of advertising, security, and trust on consumer interest in buying fashion
products at Shopee. The method used is descriptive quantitative. Students enrolled in the
Faculty of Economics Management Course in 2019 comprised the research population. The
sample determination adopted the use of target sampling techniques with a total of 74
respondents. The study's conclusions demonstrate that advertising, security, and trust have a
positive and significant effect on consumer interest in buying fashion products at Shopee
marketplace.