Analysis of Factors Affecting Consumer Purchase Decision at Online Shops

Abstract

Purpose of a study, to analyze the effect of trust, promotion, and e-service quality on consumer purchasing decisions in online stores. Respondents in this study were users of online shops in Makassar City with a total sample of 100 people. Sampling was done randomly for college students who had shopped at Tokopedia, Bukalapak, and Shopee. To test the hypothesis, the researcher using Multiple Regression Analysis with a software SPSS 22.0. The findings of this study are that trust, promotion, and e-service quality have a positive and significant effect on purchasing decisions at online shops. That is, the higher the trust, the better promotions carried out, and good e-service quality, consumers will decide to shop using online shops at Tokopedia, Bukalapak, and Shopee.

The Effect of Marketing Mix, Service Quality and Trust on Customer Satisfaction and Loyalty at PT. Great Indonesian Milagros

“…Trust has a negative and insignificant effect on customer satisfaction, meaning that the better the customer perceives trust, an increase does not follow customer satisfaction. This is, of course, different from Mayer, et al in Fachmi & Setiawan (2020), whose theory reveals that one of the factors forming a trust, namely ability, will provide a guarantee of satisfaction and security from the company. This means that building customer trust is important in order to increase customer satisfaction.…”

“…This means that building customer trust is important in order to increase customer satisfaction. Building trust is one of the big challenges for companies (Fachmi & Setiawan, 2020). The existence of a negative influence is due to the fact that some customers have not perceived and understood well, especially in this discussion on indicators of goodness.…”

“…The company can display the best available facilities for customers, providing pleasant service to customers with full attention. One of the higher customer satisfaction is influenced by the better quality of service that is felt by customers because satisfaction is interpreted as customer feelings about the service performance provided, whether it is satisfactory and as expected (Fachmi & Setiawan, 2020). The company is able to provide services by customer expectations regarding speed, punctuality, no errors, and a sympathetic attitude Service quality has a positive and significant effect on customer satisfaction, meaning that the better the customer has perceived service quality, the higher the customer satisfaction.…”

The Effect of Service Quality and Brand Image on Lazada Repurchase Decision (A Case Study of International Students in Bandung)

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Lazada is an e-commerce platform that provides online shopping (Fachmi et al, 2019) services that aim to make it easier for customers to find the desired item (Pratama et al, 2019). Service quality is one of the keys to the success of a company in achieving customer loyalty to re-order again (Science, 2021).

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