THE INFLUENCE OF PRICE, PROMOTION, AND ONLINE CONSUMER REVIEWS ON CONSUMERS’ BUYING DECISION OF FASHION GOODS IN MAGNUM BACHELOR

Abstract

The writing of this research is encouraged by certain problems that occur in online-based business of Magnum Bachelor that has not reached the targeted sales over the years and lack of brand recognition. The study will conduct three variables which are, price, promotion, and online consumer reviews on consumers’ buying decision. These three variables will be a guidance for the researcher in running Magnum Bachelor to achieve their target. The purpose of this study is to determine how significant these three variables on consumers’ buying decision. The population of this study were 43 people who are already purchased Magnum Bachelor’s product. The research methodology uses in this study is multiple linear regression and the data in this study obtained by spreading questionnaire in the form of a Likert scale and the data is analyzed quantitatively using SPSS version 25.0. The results of this research indicate that price, promotion, and online consumer reviews significantly influence consumers’ buying decision on Magnum Bachelor.