ANTECEDENT KEPUTUSAN PEMBELIAN ONLINE (Studi Kasus Online Purchasing)

Abstract

The internet users in Indonesia keeps increasing each year. Many people use internet as the media for online purchasing. Many attractive e-commerce websites offer goods and services through online media. Consumers have to be able to choose the website that has good credibility and quality in the making of purchasing decision. In this term, consumers refer to the internet users who go online frequently. It becomes interesting to determine the factors in the ecommerce website that the visitors see to make the purchasing decisions. The data is collected through surveys by spreading questionnaires via internet and manually. Respondents are asked about factors that support their purchasing decisions in purchasing electronic commerce and then doing the transaction. The respondents consist of internet users. The proposed survey questions are divided in four parts such as trust, professionalism, attitude toward use, and purchasing decision. This study employs 100 samples of internet users taken by purposive sampling. Based on the collected data, respondents prefer the e-commerce websites that have trust, professional, and successfully gains attitude toward use from the consumers. The result proves that the entire of independent variables have positive effect toward dependent variable. It is also proven that there are influences of intervening variable between independent variables and dependent variable