The Effects of Price, Income, and Consumer Preferences on Fashion Product Purchasing in Online Marketplaces in 2025: Evidence from Students at the Faculty of Economics and Business, University of Lampung

Nur Annisa; Ida Budiarti; Imam Awaluddin

doi:10.63922/ijebir.v5i05.2882

Nur Annisa Faculty of Economics and Business, University of Lampung, Bandar Lampung, Indonesia
Ida Budiarti Faculty of Economics and Business, University of Lampung, Bandar Lampung, Indonesia
Imam Awaluddin Faculty of Economics and Business, University of Lampung, Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.2882

Keywords: price, income, consumer preferences, purchasing decisions, online fashion, e-commerce

Abstract

This study investigates the effects of price, income, and consumer preferences on the purchase of fashion products in online marketplaces in 2025. A causal associative quantitative approach was employed using multiple linear regression analysis. Data were collected through a structured questionnaire administered to 98 undergraduate students from the Faculty of Economics and Business, University of Lampung, aged 17–23 years, who had purchased fashion products through Shopee. Prior to hypothesis testing, the data were subjected to validity, reliability, and classical assumption tests to ensure the robustness of the regression model. The results of the partial (t) tests indicate that income and consumer preferences have positive and statistically significant effects on purchasing decisions, whereas price has no statistically significant effect despite exhibiting a negative regression coefficient. Furthermore, the simultaneous (F) test demonstrates that price, income, and consumer preferences jointly exert a statistically significant effect on purchasing decisions (F = 7.795, p < 0.001), with a coefficient of determination (R²) of 19.9%. Among the independent variables, consumer preferences emerge as the strongest predictor of purchasing decisions. These findings suggest that, among Generation Z university students, purchasing decisions for online fashion products are influenced more by consumer preferences and purchasing power than by price sensitivity alone. Therefore, online fashion retailers should align their product offerings with consumer preferences and students' purchasing power rather than relying solely on low-price strategies.

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