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All Journal Berkala Ilmiah Pendidikan Biologi (BioEdu) Jurnal Informatika Jurnal Kesehatan Jurnal Pemuda Jurnal Studi Pemuda Jurnal Ilmu Kebidanan (Journal of Midwivery Science) Journal of Innovation in Community Empowerment (JICE) Jurnal Ilmu Kebidanan (Journal of Midwivery Science) NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Waradin Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Jurnal Ilmiah Kesehatan Wissen: Jurnal Ilmu Sosial dan Humaniora International Journal of Accounting, Management, and Economics Research : Ijamer JMBPreneur
Winarsih Winarsih
State University of Malang
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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ABSTRACTANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BUYING DECISIONPADA PRODUK FASHION WANITA DI SHOPEE(Studi Kasus Mahasiswa Universitas An Nuur Kabupaten Grobogan) Intan Diah Prihastuti; Winarsih Winarsih
JMBPreneur: Jurnal Manajemen, Bisnis, dan Kewirausahaan Vol 5 No 2 (2025): JMBPreneur
Publisher : LPPM Universitas An Nuur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35720/jmbpreneur.v5i2.56

Abstract

Background & Purpose: Rapid development of the fashion industry in the digital era has driven significant growth in online shopping, particularly through the Shopee platform. Purchasing decisions are influenced by consumer reviews, product attractiveness, and turbo marketing. In practice, consumer reviews often become a key consideration, although previous studies have reported inconsistent findings. To address this issue, the present study aims to examine the effect of consumer reviews, product attractiveness, and turbo marketing on buying decisions for women’s fashion products on Shopee, using a case study of students at An Nuur University, Grobogan Regency. Method: This research employed a quantitative approach with a survey method. The population consisted of female students at An Nuur University who had purchased women’s fashion products on Shopee. A purposive sampling technique was applied with criteria of female consumers who had purchased fashion products on Shopee, resulting in a total of 126 respondents. Data were collected through a structured questionnaire using a Likert scale. The independent variables in this study were Consumer Review (X1), Product Attractiveness (X2), and Turbo Marketing (X3), while the dependent variable was Buying Decision (Y). The collected data were analyzed using SPSS version 24 through validity and reliability testing, classical assumption testing, multiple linear regression, t-tests, and the coefficient of determination (R²). Results: findings reveal that consumer reviews have a positive and significant effect on buying decisions. Product attractiveness, however, shows a negative and significant effect on buying decisions. Furthermore, turbo marketing contributes positively and significantly to buying decisions. Therefore, these three factors are essential elements that shape consumers’ purchase decisions in the online fashion industry. Conclusion : study concludes that purchase decisions on Shopee are more strongly influenced by consumer reviews and service responsiveness than by product attractiveness alone. This highlights the importance of trust, real experiences, and seller responsiveness in shaping consumer buying behavior in the online fashion market. Suggestion : For fashion sellers on e-commerce platforms, it is recommended to encourage genuine and positive consumer reviews, maintain product quality and keep up with fashion trends even though product attractiveness does not always guarantee purchase decisions, and optimize turbo marketing through fast responses and timely delivery to improve customer satisfaction and loyalty. Keywords: Consumer Review, Product Attractiveness, Turbo Marketing, Buying Decision
Co-Authors Aghus Jamaludin Kharis Aida Tyas Kartika Sani Andesta Granitio Irwan Aria Mulyapradana Artika Ningtyas Ary Dwi Anjarini Asyoratun Asyoratun Budi Nugraha Depita Kirana Dewi Astri Dita Oktaviana Eliza Wulan Nur Oktaviana Farah Aida Ahmad Nadzri Febty Nurhikmah Fitriani Mediastuti Handayani, Retno Tri Hardiyanto Hardiyanto Heliza Amalini Hendri Setyawan Ikhlas Makruf Ines Pratiwi Intan Diah Prihastuti Intan Kurnia Istri Bartini Khoirul Fuad, Khoirul KN, Jamiati Madani Lizansari Mafturrahman Mafturrahman Marhamah Marhamah Mas Afannudin Mela Lestari Metta Kusumaningtyas Muhammad Ali Bangsawan Naila Najihah Nining Tunggal Sri Sunarti Nuniek Nizmah Fajriyah NUR HAMIDAH Reni Tri Lestari Rezania Asyfiradayati Ridwan Nur Rinda Tirta Pratiwi Rizki Kurniawan Selfiana Khoirunnisa Septi Andryana Septi Kristianti Siti Nur Afina Trisno Agung Wibowo Verbi Haryanto Wahyu Lestari Warisa Warisa Widowati Budijastuti Yahya AD Yulia Khairunisa Yuyun Purwati Zainul Arif Rosyadi