Analysis of Factors Affecting Consumer Purchase Decision at Online Shops

Muhammad Fachmi · Ikrar Putra Setiawan

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Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour Consumer Retail Behavior Studies

Abstract

Purpose of a study, to analyze the effect of trust, promotion, and e-service quality on consumer purchasing decisions in online stores. Respondents in this study were users of online shops in Makassar City with a total sample of 100 people. Sampling was done randomly for college students who had shopped at Tokopedia, Bukalapak, and Shopee. To test the hypothesis, the researcher using Multiple Regression Analysis with a software SPSS 22.0. The findings of this study are that trust, promotion, and e-service quality have a positive and significant effect on purchasing decisions at online shops. That is, the higher the trust, the better promotions carried out, and good e-service quality, consumers will decide to shop using online shops at Tokopedia, Bukalapak, and Shopee.

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1995An Integrative Model of Organizational Trust 2011Metode Penelitian Kuantitatif 2000Organizational Trust: What It Means, Why It Matters 2016Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products — A Study in Ho Chi Minh City, Vietnam 2018THE IMPACT OF CONSUMER TRUST, PERCEIVED RISK, PERCEIVED BENEFIT ON PURCHASE INTENTION AND PURCHASE DECISION.2018The Influence of Product Innovation and Service Quality to Buying Decision and the Impact to Repeat Buying at Progo Road Bandung 2017THE EFFECT OF TRUST AND BRAND IMAGE ON PURCHASE DECISION (TOYOTA CAR SURVEY IN JAKARTA REGION)2017Investigating the impact of consumer trust on loyalty and purchase intention of food store brands: Case study: Palladium shopping mall in Tehran

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