Abstract
This study aims to analyze the relationship between ease of use and usefulness of shopping decisions at online retail. This study uses a sampling quota sampling technique with a survey method with a total sample of 90 respondents from the city of Jakarta with the criteria of respondents aged over 17 years and have made a purchase of fashion products online. The results of the study stated that ease of use and usefulness influence consumer attitudes. the results of this study can be a reference for further research.
Highlights
Introduced as a new breakthrough, internet technology has developed rapidly and is changing the current shopping behavior of consumers by shopping at retail online (Suleman, 2018)
The results show that both hypotheses are acceptable where there is an influential relationship between (H1) ease of use of online retail shopping and consumer attitudes
In this case it can be said that online retailing has the ease of use of offline retailing which makes it acceptable and can start replacing offline retailing at this time
Summary
Introduced as a new breakthrough, internet technology has developed rapidly and is changing the current shopping behavior of consumers by shopping at retail online (Suleman, 2018). This is a greater challenge regarding behavioral change that previously only chose shopping places between franchise and non-franchise stores (Suleman, Sutawidjaya, & Kurniadi, 2018). It can be said that today is a transition from the traditional era to the digital era (Philip; Kotler, Kartajaya, & Setiawan, 2017) This so-called online retail shopping is a place where the transaction process of buying and selling goods and services, or moving and or data through the internet (Julianti, 2017). The new era in online retailing is a more challenging competition where buyers can discriminate between sellers by making price comparisons very quickly between various sellers and consumers now is the determinant of the price of an item (Philip Kotler & Keller, 2012)
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