Factors Influencing Purchase Decisions on Online Sales in Indonesia

Abstract

Along with the growth of times like today, where communication and information technology continues to develop, the internet has become a trend for many consumers before making a purchase process. Every company wants the level of product sales to increase every year. There are many things that can influence consumer purchasing decisions. However, in this study will only examine several variables that can influence consumer buying decisions. Several things that can be done by a company to increase product sales are product innovation, web interestingness, electronic word of mouth, and electronic trust (e-trust). This variable was chosen because it is widely used as a reference by consumers in the online purchasing decision process. The purpose of this study was to determine the effect of product innovation, web attractiveness, electronic word of mouth, and e-trust on purchasing decisions. The sample of this study were 142 customers. This explanatory quantitative research with data collection using a questionnaire and analysis techniques using SPSS. The results showed that all variables had a significant positive effect on purchasing decisions.