Pengaruh Harga Dan Media Sosial Terhadap Keputusan Pembelian Dengan Motivasi Konsumen Sebagai Variabel Mediasi Pada Produk Fast Fashion Di Surabaya

Abstract

This study aims to describe the effect of price and social media on purchasing decisions with consumer motivation as a mediating variable for fast fashion products in the city of Surabaya. The independent variables consist of price and social media, the mediating variable is Consumer Motivation, while the dependent variable is Purchase Decision. In this study, the number of respondents who were conscientious was 100 respondents. Respondents in this study were consumers of Fast Fashion products in the city of Surabaya. This type of research uses a quantitative research approach by analyzing data with statistical procedures. Price has a significant effect on Consumer Motivation, Social Media has a significant effect on Consumer Motivation, Price has a significant effect on Purchase Decisions, Social Media has no significant effect on Purchase Decisions, while Consumer Motivation can Mediates Price in making Purchase Decisions and Consumer Motivation cannot mediate Social Media in making Purchase Decisions.