Determinan Perilaku Konsumen dalam Pembelian Produk Fashion pada Marketplace

Abstract

The development of internet technology makes it easier for people to shop. Consumers no longer come to the market or shops to shop, but simply by using a device (gadget), they can shop by visiting various websites, called online shopping. In general, the phenomenon that occurs in a society where consumers buy fashion products in the marketplace with irrational. Some of them buy because of discounts/promos, attractive advertisements, like the brand, etc. Those make them behave irrationally in making decisions, namely buying products even though they don't need the item. This phenomenon also occurs in higher education, such as at Semarang State University. This research analyzed the influence of Education Level and Personality Factors on Consumer Behavior in Purchasing Fashion Products in the Marketplace. It also investigated the income level in strengthening the relationship between education level and personality factors on consumer behavior in purchasing fashion products in the marketplace. The research design used a quantitative approach. The population and sample are 100 academic staff at Semarang State University who have purchased fashion products in the marketplace. Data analysis used descriptive and inferential analysis with interaction test moderation regression analysis. The results indicate that the level of education and personality factors positively and significantly affect consumer behavior in purchasing fashion products in the marketplace. Besides, income level can strengthen the relationship between education level and personality factors on consumer behavior in purchasing fashion products in the marketplace.