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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Online Shopping: What Factors Determine Consumers to Buy?
Author(s)
Tety Elida, Wahyu Rahardjo, Ari Raharjo, Edi Sukirman
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DOI:10.17265/2328-2185/2019.03.007
Affiliation(s)
Gunadarma University, Kota Depok, Indonesia
ABSTRACT
This study analyzed factors
influencing consumers in the process of making a decision in online shopping.
The findings could inspire suggestions for online marketers in developing
either media or infrastructures accordingly. The variables in the study involved
product information, price, service,
transaction safety, environment, age, gender,
educational background, and income rate as independent variables,
while the process of purchasing decision served as a dependent variable. Primary
data were gathered in 10 locations within Jabodetabek areas involving 270
respondents which were analyzed
using multiple regression analysis. The study revealed that price, information
product, and service as significant variables influencing consumers in online
shopping. Service became the most important factor for marketers to be
considered as it emerged as the most dominant variable influencing the process
of making a decision in online shopping.
KEYWORDS
consumer behavior, digital marketing, online shopping, web experience
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