THE INFLUENCE OF PRODUCT DESIGN, BRAND IMAGE, AND TECHNOLOGICAL PROGRESS ON SKINTIFIC PURCHASING DECISIONS AT SHOPEE

Abstract

The purpose of this research is to analyze the influence of product design, brand image, and technological advances on creative purchasing decisions at Shopee. This research used a descriptive statistical approach with a population of 4436 students from four private universities in Batam, including Putera Batam University, Universal University, International University, and Riau Islands University, and this research used 100 respondents. A sample of respondents was used, and a questionnaire used as a data collection tool. Researchers used data collection techniques in the form of questionnaires and used a Likert scale. Various data analysis techniques are used, including descriptive statistical analysis, data quality testing, classic hypothesis testing, impact testing, and hypothesis testing. Research conducted shows that product design can have a significant impact on purchasing decisions. At the same time, advances in product design, brand image and technology greatly influence creative purchasing decisions on Shopee.