Abstract
The presence of various alternative shopping places makes consumers choose one of the available shopping places. Therefore this study aims to analyze the relationship between ease and risk of consumer decisions to buy fashion products, especially in online retail. the population in this study is large and the number is not known with certainty, so in the non probalitiy research that is using sampling quota sampling techniques with survey methods with a total sample of 100 respondents from the city of Jakarta with criteria respondents aged over 18 years in the area of DKI Jakarta and have bought products online. The results of the study stated that ease of use has a significant influence on consumer decisions. While the risk turns out to influence consumer decisions in shopping online. The results of this study can be another reference for further research.
Highlights
In the development of the era there has been a change in consumer spending patterns where the presence of this new era has made the emergence of alternative shopping patterns namely online retail
When consumers make transactions at online retail, what consumers think is that the money sent does not just disappear but will later get the desired product reply in accordance with what is displayed (Ariwibowo et al, 2013)Risk is a matter of concern but several studies have shown that risk does not affect consumer decisions when transactions are detailed online because the technological sophistication of existing transaction risks is small and not a consideration for consumers (Zolait et al, 2018) and (Suleman, Ali, et al, 2020b)
Ease factors have been investigated and the results found that a purchasing decision can be due to the convenience obtained from a shopping place (Suleman, Zuniarti, Setyaningsih, et al, 2019)
Summary
In the development of the era there has been a change in consumer spending patterns where the presence of this new era has made the emergence of alternative shopping patterns namely online retail. The presence of two Available Online: https://dinastipub.org/DIJEFA alternative shopping places offers a perfect market competition, in offering goods to consumers because consumers are currently free to set prices because of the variety of offers available for the same goods as many offers offered in offline retail and online retail (Loudon et al, 2012). This internet has a revolutionary impact on people's lives, and has its effect on marketing operations (Al-Debei et al, 2015). When consumers make transactions at online retail, what consumers think is that the money sent does not just disappear but will later get the desired product reply in accordance with what is displayed (Ariwibowo et al, 2013)Risk is a matter of concern but several studies have shown that risk does not affect consumer decisions when transactions are detailed online because the technological sophistication of existing transaction risks is small and not a consideration for consumers (Zolait et al, 2018) and (Suleman, Ali, et al, 2020b)
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