Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users) (original) (raw)
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IJMRAP, 2023
The rapid development of the internet has triggered the birth of e-commerce which encourages people to make purchases online. Shopee is one of the largest e-commerce in Indonesia and even in Asia which promotes through social media and also utilizes online customer reviews as a way to attract consumers to make purchases. The purpose of this study is to determine the effect of social media promotions and online customer reviews on purchasing decisions through buying interest as a mediating variable. The number of samples taken was 211 respondents using a nonprobability sampling technique using a purposive sampling technique. Data collection was carried out using a physical questionnaire and also online. This type of research is explanatory research. This study used Smart PLS 4.0 for Windows software. The results of this study indicate that social media promotions and online customer reviews have a positive and significant impact on purchase decisions through purchase intention. These results support the theory of consumer behavior in decision-making process that includes problem recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase behavior. The limitations of the researcher are in the process of collecting data to obtain respondents with the criteria of users in this study. Suggestions for further research can be carried out in other agencies, cities, or regions and also for certain members of Shopee consumers to obtain more diverse results and update results in further research.
2020
The development of digital technology is currently causing growth in several industrial sectors, one of which is the Muslim fashion industry, especially in Indonesia, which is increasing day by day. The increase is especially in women’s muslim fashion. Muslim women tend to pay attention to appearance from head to toe. Now, muslim women’s fashion trends is syar’i clothes. Syar’i clothes are clothes that come from the middle east. Not only used during muslim events, but syar’i clothes used by Indonesian muslim women in their daily activities. Many factors cause Indonesian muslim women to purchase syar’i clothes for example impact of electronic word of mouth and advertising. This study wanted to determine the effect of electronic word of mouth and advertising on purchase decisions Syar'i Si.Se.Sa Clothing with brand awareness as an intervening variable. This research uses a quantitative approach and this type of research includes descriptive and explanatory research. In this study,...
An activity of online buying and selling products causes many online shops on social media. One of social media being used for buying and selling products in society is Instagram. Factors in influencing online purchasing need to be considered by online shops in order to meet the needs and desires of customers. This study aims to determine the factors that influence the online clothes fashion product purchasing on Instagram and other social media to find out the most dominant variables of each factor. This study employs a descriptive quantitative method and factor analysis in SPSS 20:00 in windows seven. The variables analyzed in this study is the impulse purchase orientation, attitude to online shopping, service quality, perceived risk, informativeness, online trust, specific holdup cost, perceived ease of use, and purchase intention. Data collection techniques are on students of Faculty of Economics and Business (FEB) and students of Faculty of Communication and Business (FKB) of Telkom University done by interviews and questionnaires. The sample in this study is using proportionate stratified random sampling of 100 people with a confidence level of 95% and an error of 5%. The results showed that the newly formed five factors that influence online purchase. The fifth factor is the perceived ease of use, online trust, informativeness, attitude to online shopping, and impulse purchase orientation. Online shopping businesses today are expected to pay attention to these factors in order to improve the service. Future studies are expected to use other variables such as enjoyment, perceived usefulness, and innovativeness while also able to use other analytical techniques such as Structural Equation Modeling (SEM). Keywords: Factor Analysis, Online Purchasing, Instagram
Social Media has created a rage among the people all over the world. It is generally a virtual world where individuals or companies come together for entertainment or for business purposes. We all know that the buying behavior of women is different from those of men. Through this paper the researcher studies about the influence of social media on buying behavior on buying fashion products from online stores. The study was conducted on 500 women respondents in the urban area of Tiruchirappalli region. It was found out that women respondents do get attracted towards advertisement of online stores on social media. They purchase online because of time saving, variety of products ,availability of brands ,quality of the product ,celebrity endorsement and a lot more reasons. Besides showcasing the above mentioned reasons, the paper also points out the limitations of the study on the concerned topic.
Impact of Brand on Online Purchase Decision: A Study on Buyers in Dhaka City
The recent surge in online shopping arises a need for a study on the factors that influence the online purchase decision. This paper aims to assess the impact of brand in online purchase decision of consumers in Dhaka city. With this aim in mind, a survey was conducted among 171 online shoppers from Dhaka city through a questionnaire. The impact of demographic factors, brand related factors, and non-brand related factors on online purchase behavior has been examined. It has been found that among the demographic variables, gender has an impact on the variety of purchased product. Male shoppers prefer to buy electronic gadgets, tickets and clothes, whereas females mostly buy clothes and cosmetics in online. Further, this study has found out that average spending of females is higher than that of males. The factor analysis reveals that Brand Image consisting of factors-Well Known Brand, Brand Trust, Brand Loyalty, and Perceived Quality-has significant impact on the online purchase decision. Factors under Price and promotion and website quality have moderate influence on online purchase decision. Finally, the study paves the way of further research on other factors that impact the online shopping behavior and provides insights for online sellers to design their branding initiative in an effective and efficient way.
Analysis of Factors Affecting Consumer Purchase Decision at Online Shops
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.
E-marketing refers to the use of the Internet and digital media capabilities to help sell one's products or services. E-marketing is also referred to as Internet marketing (I-marketing), online marketing or web-marketing which creates a strategy that helps businesses deliver the right messages and products /services to the right audience. Online marketing creates various ways to the consumers to make a better decision and purchase wide varieties of things. Consumer behaviour of every individual is different from other depending on buying choices which is influenced by buying habits and choices that are tampered by psychological and social drivers that affect purchase decision process. The research study reveals the level of awareness of econsumers and their buying behavior in Social media sites.
Digital Marketing and Brand Image To Increase Consumer Purchase Interest
Jurnal Manajemen Industri dan Logistik
The digital marketing implemented optimally will improve the positive perception of the consumer candidates so that it develops a strong brand image impacting at an interest in buying. How the institution maximizes the digital marketing function and how the institution's brand in the mind of the candidates might influence the interest of the students to become the students of the institution have become the phenomenon interesting to research. This research aims to assess the influence of digital marketing and brand image on buying in the students of tutoring institutions in Bandung. The research method used in this research is multiple linear regression. The analysis units used in this research are the students of tutoring institutions in Bandung. The sample-taking way is done using simple random sampling. The value of the coefficient 1 = 0.466 and 2 = 0.457 and the value of F value is 710.596. The result shows that digital marketing and brand image influence interest in b...
International Journal of Business Marketing and Management (IJBMM), 2022
social media has become a component of the community that has been adopted in business operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by technological advancements. Social commerce derived through social media supports the user's comfort with occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social commerce. Hence, the research problem of this study is to identify and analyze the impact of social media marketing that influence a person to purchase clothing brands in Sri Lanka. The research is carried out as a survey with a sample of 384 retail fashion consumers following a hypothetic deductive approach testing the hypothesis developed based on social media marketing. The results of the study reveal that social media marketing successfully influences fashion consumers to purchase clothing brands among other alternatives.
Digital Marketing Impact on Consumer Decision-Making Process
Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
Digital business is a business trend that currently has an impact on changing people's behavior in doing business. This study aims to discuss the impact of digital marketing on consumer decision-making on the Aerostreet shoe brand. Methods This research uses a quantitative approach involving 58 respondents. The data analysis technique used is simple regression with the help of the SPSS 25 program. The results show that digital marketing has a significant effect on consumer decision-making on the Aerostreet shoe brand. This explains that consumers tend to make purchases using technology in their business. This research is useful for the development of applied theory which states that consumer purchasing decisions in the fashion industry, especially shoes are influenced by digital promotion and marketing processes. The results showed the magnitude of the influence of 56.0%. This research also provides practical benefits for business actors to improve marketing performance by trying to adapt to technology as a promotion or sales strategy. because digital marketing can reach a wider market and is more flexible in terms of time and place.