Lifestyle, Discount Prices and Brand Image on the Shopee Marketplace towards Consumer Purchase Interest

Abstract

. In this millennial era, the development of the internet has been quite rapid, internet technology is not only limited to social media but also in the business sector which is considered to be able to help the marketing system. The marketplace is an intermediary media between sellers and buyers in cyberspace. Marketplace sites act as third parties in online transactions by providing a place to sell and payment facilities.Variabel independent that we use this research are life style,discount price, and brand image, the dependent variabel are consumers purchase interest. Sampel in this research 400 respondent that live on Bengkulu Province whoes had shopee account. The results of the analysis show that the variable life style and discount prices have a partial and significant positive effect on the consumer purchase interest variable. While the brand image variable has a negative and insignificant effect on the consumer purchase interest variable. But together these three variables have a significant simultaneous influence on the consumer purchase interest variable.