The Influence of Marketing through Online Media on the Decision to Buy Fashion Products among Economic Education Students Class of 2022
Abstract
This paper aims to find the influence of marketing from online media on the decision to buy fashion products among economics education students class of 2022. A striking phenomenon is that internet users reached 215.63 million, with 90% of Indonesians choosing to make purchases online. Of these, 50% are young shoppers, especially teenagers aged 18-30 years (http://indoesiabaik.id). There is a tendency that items that are often purchased online are fashion products, as recorded in other sources (http://tekno.kompas.com). The selection of students as the subjects of this study was based on the fact that students were included in the category of adolescents over the age of 18 years. Therefore, Economic Education students are chosen to be the focus of research. From a preliminary study conducted by Program student researchers of the Economic Education Study Program Class of 2022, Faculty of Teacher Training and Education, Sriwijaya University, it was obtained that there are online shopping habits that make them tempted in several applications, for example shopee, tiktok, shopee, and other marketplaces.
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