1.

Background
The presence of the internet in the world has had a big impact on mankind. The
Internet carries a part of the content of information, messages that spread at high
speed to all corners of the world, becoming one of the tools for everyone to get a
variety of knowledge at home and abroad. On the internet, there are various
kinds of social media that can make it easier for humans to get every information
needed.
Online shopping is an activity of buying and selling goods and services through the
internet media. There are impacts that can occur in life, such as changes in social
behavior and consumption patterns when entering
The advantage of e-commerce is that consumers can choose the type of goods
needed and immediately determine the price according to their budget.
Consumers prefer to shop online because it is more practical and saves time
Shopee is the largest market place in Indonesia, Shopee implements a good
marketing strategy with promotional activities that increase buyer interest such
as vouchers, cashback, and free shipping
One of the biggest e-commerce platforms in Indonesia is shopee. Shopee Is an e-
commerce platform that sells goods through a mobile application connected to
the Internet. It was founded in 2015 and is available currently in Singapore,
Malaysia, Thailand, Taiwan, Indonesia, Vietnam, Philippines, and Brazil.
As a social-first, mobile-centric marketplace, it serves users as a platform where
users can browse, shop and sell on the go with integrated logistical and payment
support which makes online shopping easy and secure for both sellers and buyers

Introduction
Nowadays, many fashion retailers or marketers use the power of internet to
promote and sell their products, especially fashion product that being selled in
one of the e-commerce platform Shopee. Research result from MarkPlus, Inc.,
related to Indonesia’s e-commerce competitive on 2020 during the pandemic era,
noted that the most purchased by consumers during the third quarter of 2020
were clothing or fashion. Where the most purchases at Shopee were 59 percent.
There are some individuals who are interested in shopping online for fashion
products, however, although fashion product is a product that consumers will feel
more comfortable if they can try the products prior to purchase. We assume that
such market behavior can be explained by purchase experience and how the
customer decide to purchase the fashion item on Shopee looking from the price
consciousness.

2. Research problem
1. Does the price consciousness affect the intention of the Shopee's costumer in
ordering fashion items?
2. Does the purchase experience affect the intention of the Shopee's costumer in
ordering fashion items?
3. Research Objective
The aim of this research is to examine the effects of the price counsciousness and
consumer’s experience for fashion products on their intention to purchase
fashion items through Shopee.

4. Literature Review
Price Consciousness
Price consciousness is defined as the reluctance of consumers to pay higher prices
for a product, in other words, consumers focus on lower prices.

Price Consciousness Components

The price consciousness scale adapted from Lachenstein, Ridgway, and
Netemeyer measured the price consciousness and its components. The five
variables operationalised, consisted of price quality, prestige sensitivity,
value consciousness, price consciousness and sale proneness.
The Effect of Price Consciousness on Purchase Desicion
Price consciousness is a tendency of consumers to be oriented on price when
shopping for clothing or fashion items. Seock and Bailey (2008) found that price
consciousness was positively related to information searches online, but
negatively related to the purchases of apparel items online. Consumers with price
consciousness are concerned about price and, therefore, pay a great deal of
attention to apparel prices. Consumers with price consciousness may visit
internet web sites to find out about sales or promotional deals or to compare
prices from different companies’ websites. Similar to that result, Vijayasarathy
(2003) found that this orientation was significantly and positively influencing
internet shopping intention.

The Effect of Purchase Experince on Purchase Desicion

Previous research showed that previous experience in shopping affects future
shopping behavior. (Shim et al. 2001). In that study, the experience of purchasing
via the internet affected the intention to seek information and buy products via
the internet. Jayawardhena et al. (2007) showed that the consumer’s previous
online shopping experience will have a significant effect on their future purchase
intention for online shopping. In other words, if someone ever bought a product
online then the experience will affect their intention to purchase products online.
Furthermore, a result of the research conducted by Ranganathan and Jha (2007)
showed that the experience of shopping through the website in the past has a
strong influence on the intention to make online purchasing in the future.

5. METHODOLOGY

We will be using quantitative research method. The variables in this study can
be differentiate into:
1) Dependent Variable (Y) is a variable that is affected or that is due to the
existence of a free variable. Meanwhile, the dependent variable used in this
study was intention in ordering fashion items on shopee.

2) Independent Variable (X), is a variable that will affect or be the cause of the
change or the occurrence of a bound variable. The free variables used in the
research are price consciousness and purchase experience.

The population that will be used in this study is iba students (class of 2020) of
Sam Ratu Langi University that has done transactions on shopee e-commerce.
The research instruments used in the form of questionnaires with a likert scale,
namely strongly disagree (1), disagree (2), mediocre (3), agree (4), and strongly
agree (5). The result of kuesioer with likert scale is then converted to ratio scale
using succesive interval method. The analysis method used in this study is
quantitative analysis method. The data analysis techniques used in this study
are statistical analysis.

Y=α+β1X1+ß2X2+e

Y = Intention in ordering fashion items

Α = Constant

X1 = Price consciousness

X2 = Purchase experience

β1 = Regression coefficient of Price consciousness variable

β2 = Regression coefficient of Purchase experience variable

E = Standard Error