Pengaruh Harga, Foto Produk, Promosi dan Ulasan Terhadap Keputusan Pembelian Toko Online Monomolly di Shopee pada Kaum Milenial DKI Jakarta

Abstract

Monomolly is an online shop that is currently on the rise in the conversation of women throughout the country, because the branding made by Monomolly is very interesting, namely providing various types of clothing sizes that can be worn by all sizes of women’s bodies. Researchers are also interested in conducting research on the online store that is being discussed, with the aim of knowing the factors that make consumers make purchasing decisions at the Monomolly online store at Shopee, especially for Millennials who live in the DKI Jakarta area. The problem that will be raised in this study is whether there is an influence between price, product photos, promotions and reviews on the purchasing decisions of the Monomolly online store at Shopee. The technique used in this research is using non-probability sampling with purposive sampling method, with a total sample of 108 data. The research that has been carried out has concluded that price, product photos and promotions do not have a significant effect on purchasing decisions, but reviews do have an effect on purchasing decisions for the Monomolly online store at Shopee. The suggestion for Monomolly is to pay attention to the service and product quality that will be given to consumers before until after consumers make transactions, because it will affect consumers in writing reviews. Suggestions for future researchers are to develop wider variables for purchasing decisions, such as influencers, endorsements, customer satisfaction, and so on, given that the R2 value is 66.4%, which means that prices, product photos, promotions and reviews only affect 66.4%. 66.4% of the purchase decision.