FAKTOR – FAKTOR YANG MEMENGARUHI MINAT BELI KONSUMEN PADA APLIKASI SHOPEE (Studi Kasus Mahasiswa Program Studi Ekonomi Pembangunan Fakultas Ekonomi dan Binis Universitas Siliwangi Angkatan 2021 - 2023)

FACTORS INFLUENCING CONSUMER BUYING INTEREST ON THE SHOPEE APPLICATION (Case Study of Students of the Development Economics Study Program, Faculty of Economics and Business, Siliwangi University, Class of 2021 - 2023) by: Azriel Mohammad Feriansyah 203401110 Guide I : H Asep Yusuf Hanapia Guide II : Aso Karso The objectives of this research is to determine and analyze the factors that influence consumer purchasing interest in the Shopee application, including price, consumer taste and trust. The research method used in this study is a survey method, with a descriptive explanatory type approach, while the sampling technique uses a simple random method. The data collection technique used for primary data is carried out through questionnaires and interviews, secondary data is obtained from literature reviews and other relevant parties. The analysis tool uses path analysis. The results of this study indicate that (1) Partially, price and consumer taste have a positive and significant effect on purchasing interest. However, trust has a positive and insignificant effect on purchasing interest. (2) Together, price, consumer taste and trust have a positive and significant effect on consumer purchasing interest in the Shopee application.

Keywords: price, consumer taste, trust, purchasing interest.