The Effect of Recommendation, Customer Satisfaction, Online Shopping Experience, Trust and Word-Of-Mouth Affecting Consumer Online Shopping Decision

Abstract

This study aims to determine how the Effect of the Recommendation, Customer Satisfaction, Online Shopping Experience, Trust and Word of Mouth on Online Shopping Decision. The research was carried out for two months, starting in November to December 2019. The research method used was survey method with approach of causality. The population in this study is the millennial population totaling 200 respondents. Data collection techniques using literature techniques and questionnaires. Data were analyzed using SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). Results showed that each variable that has the same effect. It can be said, if Decisions Online Shopping is high, then it certainly has the Recommendation, Customer Satisfaction, Online Shopping Experience, Trust and Word of Mouth is good in decision-making. The above description shows that there are significant jointly and significant correlation between Recommendation, Customer Satisfaction, Online Shopping Experience, Trust and Word of Mouth.