ANALISIS PREFERENSI PENGGUNA TERHADAP HARGA DAN KEMUDAHAN PENGGUNAAN DALAM BERTRANSAKSI PRODUK KECANTIKAN PADA APLIKASI SHOPEE

This research aims to understand Shopee app users' preferences regarding price and ease of use of the app in determining purchasing decisions for beauty products. The research method used is descriptive quantitative, utilizing primary data through the distribution of online questionnaires to 675 students from the Faculty of Economics and Business, class of 2022. From the total number of students, there were 125 respondents, and only 54 respondents met the sample criteria. The research results show that respondents' preferences for the Price variable yielded a "good" rating with an average score of 4.15, as the prices on the Shopee app are considered more competitive than similar apps. For the user-friendliness variable, respondents' preferences yielded a "good" rating with an average score of 4.16 due to the ease of product search, payment system options, and Shopee displaying recommended products based on user search results. This research reinforces other studies regarding the influence of price and ease of use of the Shopee application on purchasing decisions, especially for beauty products.