Buying Decisions are Impacted by How Pricing and Product Variety Affect Consumer Preferences
The purpose of this study is to find out the extent to which the Influence of Price and Product Diversity on Consumer Taste has implications on purchase decisions (Study on Shopee e-commerce users in Jati Melati Village) The data used in this study is primary data where data is collected from the results of a questionnaire given to 104 respondents. This method uses data processing using Path Analysis with the help of SPSS 25. Statistical testing was carried out by partial significance tests (Test T) and Simultaneous (Test F). The results of the study show that the price and diversity of products have a direct effect on consumer taste. The price and diversity of products have a direct effect on the purchase decision. The price and diversity of products have an indirect effect on purchasing decisions through consumer tastes.
Keywords: Price, Product Diversity, Consumer Taste, Purchase Decision
