Analysis of Factors Affecting Consumer Purchase Decision at Online Shops

Authors : Muhammad Fachmi, Ikrar Putra Setiawan, Andi Hidayat.

Volume/Issue : Volume 4 - 2019, Issue 3 - March

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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.

Keywords : Trust, Promotion, E-Service Quality, Purchase Decision.


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30 - November - 2023

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