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Analysis of Factors Affecting Consumer Purchase Decision at Online Shops

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  • Fachmi, Muhammad

    (Sekolah Tinggi Ilmu Ekonomi Amkop Makassar)

  • Setiawan, Ikrar Putra
  • Hidayat, Andi

    (Sekolah Tinggi Ilmu Ekonomi Amkop (STIE AMKOP) Makassar)

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.

Suggested Citation

  • Fachmi, Muhammad & Setiawan, Ikrar Putra & Hidayat, Andi, 2019. "Analysis of Factors Affecting Consumer Purchase Decision at Online Shops," OSF Preprints egysw, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:egysw
    DOI: 10.31219/osf.io/egysw
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    References listed on IDEAS

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    1. Mahsa Hosseini & Hosseini Norouzi, 2017. "Investigating the impact of consumer trust on loyalty and purchase intention of food store brands: Case study: Palladium shopping mall in Tehran," International Review of Management and Marketing, Econjournals, vol. 7(4), pages 138-146.
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