The Determinant Factors of E-Commerce Purchase Decision in Jakarta and Tangerang

Authors

  • Arby Virto Gunawan Bina Nusantara University
  • Linawati Linawati Bina Nusantara University
  • Dimas Pranandito Bina Nusantara University
  • Rano Kartono Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v10i1.5379

Keywords:

purchase decision, e-commerce, brand image, price, trust

Abstract

This research aimed to identify the factors that influenced the purchase decision in e-commerce. These used factors were brand image, price, and trust which were adopted from the previous research. The research was designed using a quantitative method with accidental sampling. From 200 questionnaires, there were 117 returned questionnaires from respondents who had made online purchases around Jakarta and Tangerang. The data was analyzed using SPSS. The result shows that brand image has positive influences on purchase decision. On the other hand, price and trust do not influence it. Price is the secondary commitment to make a purchase decision. Thus, a lower price does not guarantee the convenience of online shopping. Meanwhile, trust in making online decisions are built from brand image, shop, and strong products in the market place. Those rejected variables are affected by research fields and target samples.

Dimensions

Plum Analytics

Author Biographies

Arby Virto Gunawan, Bina Nusantara University

Binus Business School

Linawati Linawati, Bina Nusantara University

Binus Business School

Dimas Pranandito, Bina Nusantara University

Binus Business School

Rano Kartono, Bina Nusantara University

Binus Business School

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Published

2019-03-31
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PDF downloaded 4232  .