Effect of E-Trust and Marketing Public Relation on Customer's Purchasing Decision on the E-Commerce Market (Study on Lotte Mart Grosir Medan Customers)

Abstract

Purchase decision is a stage that a buyer makes to choice and purchase products and then consume them. Many factors influencing on the purchase decision including e-trust and marketing public relations. Consumer trust (e-trust) is one of the factors in e-commerce that plays an important role to maintain business relationship, especially e-commerce businesses that require consumers to pay before receiving an order. Another factor that influences online purchasing decision is marketing public relations. The present study is a survey using an associative quantitative approach aimed at determining the effect of E-trust, publicity, sponsorship and special events on purchasing decision of products offered by Lotte Mart Grosir Medan. The population included all Lotte Mart Grosir Medan consumers who have used the Lotte Mart Grosir online purchasing application during 2019 as of 2174. The sampling method used an accidental sampling resulting in 96 samples. The data collection method used a questionnaire. The collected data were then analyzed by using a multiple linear regression. The results of research and data analysis show that the factors of E-trust, publicity, sponsorship and special events have a positive and significant effect on purchasing decision. E-trust partially has a positive and significant effect on purchasing decision. Publicity partially has a positive and significant effect on purchasing decision. Sponsorship partially has a positive and significant effect on purchasing decision. Special events partially has a significant influence on purchasing decision. It is suggested to the Lotte Mart Grosir Medan to simply the website application to customer or prospective customer can easily apply the website to know products and to make transactions. Keywords: E-trust, Marketing Public Relations, Online Purchasing Decision.