Purchase decision pada e-commerce model B2C retail dan ticketing

Samiono, Bambang Eko and Nurlatifah, Hanny (2020) Purchase decision pada e-commerce model B2C retail dan ticketing. Transformasi: Jurnal Ekonomi, Manajemen dan Akuntansi, 4 (2). pp. 35-44. ISSN 1907-3429

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Abstract

This research on purchase decision analysis in e-commerce focuses on external and internal factors that influence consumers making purchases in online shop B2C retail and ticketing business models. External factors in the form of consumer psychological factors are represented by personality based, perception based and experience variables, while internal factors are variable web quality and web brands that refer to the website itself. Meanwhile, online trust is used as the mediator variable. Each category will be represented by 2 e-commerce sites including Lazada & Blibli (B2C Retail) and Traveloka & Ticket (B2C Ticketing). This study using 200 respondents as a sample in the South Jakarta area. The results obtained that Online Store Environment both web quality and web brand have no direct influence on purchase decision. Only web brands that have an indirect influence on purchase decisions through online trust. While in Consumer Psychological factors seen personality based and perception based variables do not have a direct influence on purchase decision. Only experience has a direct influence on it. However, these three variables together have an indirect effect on purchase decision through online trust.

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