The Influence of Consumer Behavior on Purchasing Decision Process of Tokopedia E-Commerce Customers in Indonesia

Abstract

Along with technological developments, especially in information and communication, the world is increasingly developing, one of which is the changes in the people's economy.This is supported by the development of e-commerce technology, namely business transactions conducted online.One such ecommerce is Tokopedia.With the increasing number of Indonesians using e-commerce services, it proves that the high public trust in Indonesia regarding the use of shopping services through e-commerce.Each community will choose e-commerce services based on the experience of each consumer in using ecommerce services.This study aims to determine and analyze the effect of consumer behavior on purchasing decisions on Tokopedia consumers in Indonesia.The research method used in this research is a quantitative method with descriptive-causality research.Sampling was carried out by using a nonprobability sampling technique used was purposive sampling with the number of respondents 100 respondents of Tokopedia consumers in Indonesia.The data analysis technique used is descriptive analysis and simple linear regression analysis.The results of the research is that consumer behavior has a significant effect on purchasing decisions.

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