ISSN : 1979-2700 Excellent : Jurnal Manajemen, Bisnis dan Pendidikan Vol 7, No 1 (2020) ; p.37-46; https://e-journal.stie-aub.ac.id/index.php/excellent 37 ONLINE SHOPPING ATTITUDE ANALYSIS AND PRICE ON CONSUMER SHOPPING DECISIONS ON EVENT FLASH SALE SHOPEE ANALISA SIKAP BELANJA ONLINE DAN HARGA TERHADAP KEPUTUSAN BELANJA KONSUMEN PADA EVENT FLASH SALE SHOPEE Tri Widianto 1 , Andri Octaviani 2 Sekolah Tinggi Ilmu Ekonomi Adi Unggul Bhirawa Surakarta Email: andry.oktavia@stie-aub.ac.id ABSTRACT The aim of this research is to find out empirically: an analysis of the attitudes of consumer behavior in online shopping and the effect of prices on online shopping decisions in the Shopee flash sale event. Data were collected from 130 respondents using a purposive random sampling method. Data analysis was performed through analysis of research instruments which included validity testing using product moment correlation and reliability testing using Cronbach's alpha technique; path analysis; coefficient of determination, t test; F test and direct and indirect influence. The results of this study indicate that: 1) the attitude of online shopping has a positive but not significant effect on online shopping decisions, 2) the price has a positive but not significant effect on employee performance, 3) the results of the R2 Test are 0.012 or 1.2%, which means that variability online shopping attitude and price variables that can be explained by the variability of decision variables in online shopping by 1.2% while the remaining 98.8% is explained by other variables not included in the regression model Keywords: Shopping Attitudes, Prices, and Online Shopping Decisions ABSTRAKSI Penelitian ini dilaksanakan bertujuan untuk mengetahui secara empiris: analisis terhadap sikap perilaku konsumen dalam belanja online dan pengaruh harga terhadap keputusan belanja online dalam event flash sale aplikasi Shopee Data dikumpulkan dari 130 responden dengan menggunakan metode purposive random sampling. Analisis data dilakukan melalui analisis instrumen penelitian yang meliputi uji validitas menggunakan korelasi product moment dan uji reliabilitas menggunakan teknik cronbach’s alpha; analisis jalur; koefisien determinasi, uji t; uji F dan pengaruh langsung serta tidak langsung. Hasil penelitian ini menunjukkan bahwa: 1) sikap belanja online berpengaruh positif namun tidak signifikan terhadap keputusan belanja online, 2) harga berpengaruh positif namun tidak signifikan terhadap kinerja pegawai, 3) hasil Uji R2 didapatkan hasil sebesar 0,012 atau 1,2% yang berarti variabilitas variabel sikap belanja online dan harga yang dapat dijelaskan oleh variabilitas variabel keputusan dalam belanja online sebesar 1,2% sedangkan sisanya 98,8% dijelaskan oleh variabel lainnya yang tidak dimasukkan dalam model regresi Kata kunci: Sikap Belanja, Harga, dan Keputusan Belanja Online