Pengaruh Kepercayaan, Keamanan, Kemudahan, Dan Gaya Hidup Terhadap Keputusan Pembelian Online Di Market Place

Abstract

The purpose of this study is to test the influence of factors that affect the people of Padang city in choosing purchasing decisions online. Sample selection is used by the purposive sampling method, namely selecting samples with certain criteria as desired by the researchers, where based on the sampling method obtained 138 respondents. The analysis technique used is multiple linear regression analysis. Before the data is processed, a classic assumption test is conducted first. The test results showed that there were no heteroskedasticity and multicollinearity. This study used trust, convenience, security, and lifestyle variables as independent variables, and purchasing decisions as dependent variables. Partial test results show that trust, ease, safety, and lifestyle have a positive and significant influence on purchasing decisions. Simultaneous testing showed that trust, convenience, security, and lifestyle together influenced purchasing decisions.