Pengaruh Trend Produk dan Live Online Shop terhadap Minat Pembelian secara Online

Abstract

This research aims to investigate the influence of product trends and live online shops on online purchasing interest. Involving 154 respondents, the majority of whom were women aged 16-20 years and had a SMA/SMK/MA educational background, this research used an online questionnaire as a data collection tool. The results of the validity and reliability tests show that questions related to product trends and live online shops have significant correlation and reliability values. Data analysis shows that online purchasing interest is positively influenced by product trends and live online shops. The questions in the questionnaire are able to measure validly and reliably consumer interests and preferences for online purchases. The tool used to process the results of this research is the IBM SPSS program. And the results of this research show that product trends and live online shops have an influence on consumer buying interest in making online purchases.