Abstract
Background of this study is the internet technology improvement through social media Instagram which has huge potential on online selling. It found the fraud case that occurs through Instagram it is causes purchasing decreases. Price, information quality and purchase interest as the main factors which causes someone to shopping via online. The research cases study implementing to an online shop which is engaged in the food sector. This research used 5 variables such as consumer trust, price, information quality as an independent variable, online purchasing decisions as a dependent variable, with purchasing interest as variable intervening. This research used SmartPLS 3.0. The research method that used is qualitative approach, the associative type research, data collection technique used questionnaire, and the type of data that used is primary data which obtained of 95 respondents which already shopping via online in Instagram. The result showed that consumer trust, price, and information quality on purchasing interest with consumer trust and purchasing interest on the purchasing decision which has positive effect and significant, while price and information quality has no effect on the purchasing decision. Purchase interest is able to mediate between consumer confidence in purchasing decisions, the price of the purchase decision, and the intention of buying is not able to mediate the quality of the information on the purchase decision.
Highlights
The development of internet technology has changed various aspects of life including consumer behavior
To explain and describes Consumer Trust, Price, Information Quality have a significant effect on Online Purchase Decisions on the Instagram social networking site
This research is in line with (Yunita et al, 2016) that purchasing interest is not intervening variable which is mediate the influence of information quality on the online purchasing decision
Summary
The development of internet technology has changed various aspects of life including consumer behavior. Based on data from internet users in Indonesia, social media Instagram has potential to make it easier for producers to sell online, on the other hand, and for consumers to obtain various product information that they want to buy (Sunarto, 2018). The trust which already exists in someone else will generate a sense of consumer buying interest in online stores. Based on the explanation above, this research aimed to explain Consumer Trust, Price, Quality of Information has a significant effect on buying interest on the Instagram social networking site. To explain and describes Consumer Trust, Price, Information Quality have a significant effect on Online Purchase Decisions on the Instagram social networking site. To know the Purchase intention, consumer trust, information qualities have the significant effect on online purchasing decisions through buying interest on the social networking site Instagram
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