Abstract
This study aims to determine and analyze the influence of threat emotion, brand trust, and electronic word of mouth on purchasing decisions for online fashion products on the zalora buying and selling site. The sampling technique was carried out by non-probability sampling method with a sample of 100 respondents. The population was carried out using purposive sampling where the respondents were men and women who had made transactions on the Zalora site. The results of this study are expected to be important information for Zalora regarding consumer purchasing decisions so that they can evaluate and develop strategies related to factors that can improve customer purchasing decisions for fashion products online on the Zalora website. The analysis technique was carried out using multiple regression analysis. The results of the F test show that the independent variables consisting of threat emotion, brand trust, and electronic word of mouth simultaneously have a significant effect on purchasing decisions for online fashion products on the zalora site. Furthermore, the results of the t test show that the threat emotion, brand trust, and electronic word of mouth variables individually have a positive and significant effect on purchasing decisions for online fashion products on the zalora site.
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