Research Article
Lifestyle, Discount Prices and Brand Image on the Shopee Marketplace towards Consumer Purchase Interest
@INPROCEEDINGS{10.4108/eai.3-10-2020.2306605, author={Eska Prima Monique D and Wagini Wagini and Tito Irwanto and Suswati Nasution and Nenden Restu Hidayah}, title={Lifestyle, Discount Prices and Brand Image on the Shopee Marketplace towards Consumer Purchase Interest}, proceedings={Proceedings of the 3rd Beehive International Social Innovation Conference, BISIC 2020, 3-4 October 2020, Bengkulu, Indonesia}, publisher={EAI}, proceedings_a={BISIC}, year={2021}, month={5}, keywords={market place; life style}, doi={10.4108/eai.3-10-2020.2306605} }- Eska Prima Monique D
Wagini Wagini
Tito Irwanto
Suswati Nasution
Nenden Restu Hidayah
Year: 2021
Lifestyle, Discount Prices and Brand Image on the Shopee Marketplace towards Consumer Purchase Interest
BISIC
EAI
DOI: 10.4108/eai.3-10-2020.2306605
Abstract
In this millennial era, the development of the internet has been quite rapid, internet technology is not only limited to social media but also in the business sector which is considered to be able to help the marketing system. The marketplace is an intermediary media between sellers and buyers in cyberspace. Marketplace sites act as third parties in online transactions by providing a place to sell and payment facilities.Variabel independent that we use this research are life style,discount price, and brand image, the dependent variabel are consumers purchase interest. Sampel in this research 400 respondent that live on Bengkulu Province whoes had shopee account. The results of the analysis show that the variable life style and discount prices have a partial and significant positive effect on the consumer purchase interest variable. While the brand image variable has a negative and insignificant effect on the consumer purchase interest variable. But together these three variables have a significant simultaneous influence on the consumer purchase interest variable.
