STUDI TENTANG KEPUTUSAN PEMBELIAN ONLINE PADA KONSUMEN SHOPEE DI KOTA SEMARANG

Abstract

ABSTRACT The development of e commerce is very rapid in Indonesia. Many online shopping offers variated competitive advantage, so online shopping market more difficult. Factors that influenced online purchasing decision are sequrity, ease of use, and brand image. This study aims to analyze and examine the effect security, ease of use, adn brand image to online purchasing decision on Shopee consumer at Semarang City Population and samples selected in this study were consumer Shopee at Semarang city which amounted to 120 respondents, wtih the purpossive sampling method. data collection using questionare with answer value 1 (very strongly disagree) up to 7 (very strongly agree). Data analysis using Structural Equation Modeling (SEM) throuht AMOS program, eith result indicate that research model acceptable, indeks goodness of fit as follows ; Chi Square = 67.042; Probability = 0.036; RMSEA = 0.058; GFI = 0.917; AGFI = 0.865; CMIN/DF = 1.397; TLI = 0.961; dan CFI = 0.972 The conclution of this study indicate that security and easy of use significant and positively influenced online purchasing decision. And brand image positively influenced online purchasing decision Keywords : e-commerce , security, ease of use, brand image, online purchasing decision