Online Purchase Decisions Research Articles

Online Purchase Decision of Gen Z Students at Shopee Marketplace

Purpose: This study's objective is to analyze the purchase decisions of Generation Z (Gen Z) university students on the Shopee marketplace. The detailed analysis was: The influences of online customer ratings, celebrity endorsers, and free shipping promotion on the purchase decision. Theoretical framework: Gen Z is the generation that uses technology the most, especially for social contact. Therefore, Gen Z is used to online shopping. However, Gen Z is still forming and is not fully identified. Design/methodology/approach: This study's participants were university students who had purchased on the Shopee marketplace. By purposive sampling method, the total sample gathered was 160 respondents. Multiple linear regression analysis was utilized to evaluate the data. Findings: The findings indicated that online customer ratings did not affect purchasing decisions of Gen Z customers in the marketplace. Other variables, celebrity endorsers and free shipping promotions, affected purchase decisions. Research, Practical & Social implications: Gen Z students are price sensitive. Gen Z students will likely be attracted to marketplaces that offer promotional offers and discounts on their products and services. Gen Z students are heavily influenced by social media, the recommendations of their peers, and brand ambassadors. Therefore, a marketplace with a solid social media presence and a positive reputation among Gen Z students will likely attract and retain their business more successfully. Originality/value: Gen Z considers celebrity opinions more matter than ordinary customer reviews.

Brand Ambassador, Purchase Interest And Testimonies On Online Purchase Decisions In Instagrams In Students In Pandai Sikek Village

This study aims to examine the influence of brand ambassadors, purchase intention and testimonials on decisions online purchases on Instagram for students in the pandai sikek village. This type of research is quantitative, where this research uses numerical data and the research process emphasizes measuring objective results using statistical analysis. The population in this study were students in the pandai sikek village who had made online purchases on Instagram. The sampling technique used is non-probability sampling with purposive sampling method based on certain criteria, namely students who have done online shopping on Instagram, the number of samples is 100 people obtained using the Lemeshow formula. The data analysis technique used multiple linear regressions test using SPSS version 16.00. The hypothesis is tested using the t test at α = 0.05. The results of this study indicate that brand ambassadors, purchase interest and testimonials have a positive and significant effect on online purchase decisions on Instagram for students in the pandai sikek village.

Understanding how customers shape purchase decisions in the e-commerce marketplace

Consumer preferences for online purchases are increasing during the pandemic. This paper aims to understand how customers perceive their values regarding online shopping. Our study hypothesized that website design attractiveness, e-commerce marketplace reputation, and perceived ease of transaction are the predictors for customer-perceived value, influencing the online purchase decision. This study employs a survey with a total sample of 225 respondents of Indonesian marketplace consumers. Data is gathered through the distribution of Google-forms questionnaires and analyzed using the Structural Equation Modelling (SEM) method. The findings revealed a significant direct relationship between the website's design attractiveness, e-commerce marketplace reputation, and perceived ease of transaction with the customer's perceived value and between perceived value and the purchase decision. This study also found mediation effects of perceived value on the relationships between website design attractiveness and e-commerce marketplace reputation on online purchase decisions. Considering the importance of website design attractiveness, e-commerce marketplace reputation, perceived ease of transaction on customer-perceived value, and the role of customer-perceived value on online purchase decisions, this study recommends companies to strengthen their marketing strategies related to those three predictors of customer-perceived value. A good perceived value is expected to increase customers' online purchasing probability.

ON LINE CONSUMER REVIEWS, SECURITY AND RISK PERCEPTION ON ON LINE PURCHASE DECISION AT LAZADA

In order to overcome difficulties in shopping online, Lazada needs to review the influence of online consumers reviews, security and perception risk to decision purchase consumer .Study this aim for analyze influence on line consumer reviews, security, and perception risk on online purchasing decisions. The problems raised in this study are not enough its popular site on line Lazada, total visitors which still a little compared to site others, and various issues related to online consumer review, security, and perception risk. Respondents in this study were Pelita Indonesia Pekanbaru students with a total of a sample of 95 people. Methods of data analysis using multiple linear regression analysis method with test t and f for testing hypothesis. Results study prove that variable on line consumer reviews, security and perception risk have influence which positive and significant to decision purchase in a manner on line in Lazada.

Exploring the Link between Trust and Perceived Benefits in Online Purchasing during COVID-19

This study investigates the impact of perceived benefits on online consumer purchasing decisions during the COVID-19 pandemic in Surabaya, Indonesia. The study examines the role of social media as a tool for marketers to support product sales during the pandemic, which aligns with government regulations to limit community activities that cause crowds. The study uses trust as an intervention variable to analyze the direct and indirect impacts of perceived benefits on purchasing decisions. The research is conducted using a purposive sampling method, and data from 100 online consumers in Surabaya is analyzed using Structural Equation Modeling (SEM). The findings indicate that perceived benefits have a direct and significant impact on trust, perceived benefits have a direct and significant impact on purchasing decisions, trust directly influences purchasing decisions, and perceived benefits have a significant direct impact on consumer online purchasing decisions with trust acting as an intervening variable. The study provides valuable insights for marketers in utilizing social media to support product sales during a pandemic and highlights the importance of trust in online purchasing decisions.

Factors Affecting Online Purchase Decisions in Generation Z in Indonesia

Factors Affecting Online Purchase Decisions in Generation Z in Indonesia

Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews

PurposeDigitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.Design/methodology/approachThe study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by using convenience sampling techniques in data collection. Multiple linear regression was used to analyze the data.FindingsThe results of the study show that influencer marketing and online customer reviews have an impact on online purchase decision. Meanwhile, advertising attractiveness does not show any influence on purchase decision.Practical implicationsDespite the start-ups have modified the website by increasing the content to make it more informative, it seems that customers are not interested in making a purchase. Therefore, notwithstanding the role of website attractiveness, the use of physical attractiveness is still considered an effective way to encourage customers to make purchasing decisions. In this way, a firm needs to make adjustments between the customers' personality, lifestyle and attitudes and endorsers.Originality/valueThis study developed previous empirical studies which a positive relationship between advertising attractiveness, influencer marketing, online customer reviews and purchase decision. The development of the model was carried out by elaborating variable indicators. In addition, the source of increasing credibility was not based on physical attractiveness, but rather emphasizes the website quality.

Perception of Purchase Decisions at Indonesia Marketplace

The results of this study indicate that simultaneously online customer review (X1) and online customer rating (X2) have a significant effect on purchasing decisions (Y) at Tokopedia. Partially, online customer review (X1) has no effect on purchasing decisions (Y), while online customer rating (X2) has a partial effect on purchasing decisions (Y). The results of this study indicate that simultaneously online customer review (X1) and online customer rating (X2) have a significant effect on purchasing decisions (Y) at Tokopedia. Partially, online customer review (X1) has no effect on purchasing decisions (Y), while online customer rating (X2) has a partial effect on purchasing decisions (Y). Keywords: [Online Customer Review, Online Customer Rating and Purchase Decision]

MARKETING AND TECHNOLOGY: MARKETING DISRUPTION AND BUYING CULTURE CHANGE

The present investigation is oriented to identify the disruption of marketing and the change in the culture of purchase in Ecuador in the last three years, for this purpose an exploratory, descriptive - explanatory methodology was applied, the technique used was the survey of 1000 users ( clients) and 500 companies through purposeful sampling. The results determine a digital disruption of marketing interrelated with the rise of electronic commerce. Currently, 80% of the companies surveyed carry out digital marketing three years ago, this figure was (33%), 76% affirm that sales increased and 67% differ lower costs in reference to traditional marketing, the popular channels are networks Social media in free version (100%) and paid for advertising (50%), web pages (75%), email marketing (61%). Users reflect a change in the online shopping culture from 30% (three years ago) to 63% today, the type of purchase is for convenience (51%) and occasional (22%), the factors that influence the online purchase decision is prices and promotions (42%), convenience (27%).

The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China

Most consumers read online reviews before making online purchase decisions. Online reviews of a product usually include positive and negative contradictory online reviews (CORs). Previous studies have confirmed the impact of CORs on consumers’ online purchase decisions. However, literature review showed that most of the conducted studies on the dimension of CORs are single dimension. Therefore, this study examined how CORs affected consumers’ online purchase decisions from two dimensions: proportion of positive and negative reviews and emotional arousal. The results of a two (proportion of positive and negative reviews: high vs. low) × 2 (emotional arousal: calm vs. arousing) inter group experiment from 306 Chinese consumers showed that CORs have a significant negative impact on consumers’ purchase online decision, and CORs affect consumers’ online purchase decision by affecting perceived risk. The results of this study enrich literature of online reviews. Findings of this study provide important information to e-retailers on how CORs affect consumers’ online purchase decisions. The theoretical and practical implications of the proposed study are also discussed.

Analisis Ulasan Pelanggan Terhadap Persepsi Resiko Dan Keputusan Pembelian Secara Online

Research aim: This study aims to determine the effect of customer reviews on perceived risk, the effect of customer reviews on online purchasing decisions, the effect of perceived risk on online purchasing decisions, and the role of perceived risk in mediating the effect of customer reviews on online purchasing decisions at the Shopee marketplace. Design/Method/Approach: The type of research used is explanatory research, which explores the relationship between research variables by testing hypotheses. This research focuses on marketplace users. The analysis technique uses Structural Equation Modeling (SEM) with PLS 4.0. Research Findings: The results of the analysis show that customer reviews have an effect on perceived risk. Customer reviews influence online purchasing decisions. Perceived risk influences online purchasing decisions. Perceived risk does not mediate the effect of customer reviews on online purchase decisions. Theoretical Contribution/Originality: Previous research has revealed a lot about the various risks that arise in buying and selling online. So this study includes and examines the role of customer reviews as an antecedent variable that can reduce risk perceptions in buying and selling online. Practitionel/Pelicy Implications: These findings can form the basis for marketplace management to consistently develop the review page features for each product and encourage online sellers to respond quickly. Research Limitations: This research does not focus on one type of product. So that future research can re-examine these findings on products that have high product prices and risks.

PENGARUH HARGA DAN KEMUDAHAN PENGGUNAAN APLIKASI SHOPEE TERHADAP KEPUTUSAN PEMBELIAN ONLINE

The number of e-commerce in the digital era makes it easy for someone to make shopping transactions. E-commerce in Indonesia includes tokopedia bukalapak, shopee, lazada and blibli. Among young people, shopee is a very popular e-commerce for shopping transactions. The number of offers provided by the platform provides its own charm. With an attractive offer, this study aims, (1) Testing the effect of price on online purchasing decisions, (2) Testing the effect of ease of use of the shopee application on online purchasing decisions, (3) Testing the effect of price and ease of use of the shopee application on online purchasing decisions. The data collection techniques in this study were questionnaire, interview and documentation techniques. The population is all students of the faculty of economics and business at Bakti Nusantara Institute who have made purchase transactions at least 1 (one) time through the shopee application. The sample was taken with non probability sampling technique. This study uses multiple linear regression analysis, with the regression equation: Y = α + β1X1 + β2X2 + ℇ after the data is analysed, the regression equation is obtained as follows: Y = 4.660 + (-0.049X1 + 0.880X2). The sample in this study were 100 respondents from 468 students. The results of the study showed that the variables of Price and Ease of Use simultaneously had a positive and significant effect on Purchasing Decisions in students of the faculty of economics and business at Bakti Nusantara Institute, in the calculation of Fcount of 53.022 while Ftable is 3.07 and significant 0.000 <0.05. The R2 test results show that R Square 0.522 means that the purchase decision is obtained and explained by the price and ease of use variables.

Online Consumer Product Purchasing Behavior Post Covid-19

The rapid development of technology in the world has led to changes in culture and daily habits, making internet access easier. The internet has brought great changes to all aspects of life, particularly within the development of the business and marketing world, in line with the increasing number of internet users causing many companies to change the structure of people's shopping to be made online. This study aims to determine the effect of price, trust, convenience and security of online internet purchasing decisions both partially and simultaneously. This research was conducted using quantitative research methods. The analysis technique used in this research is multiple linear regression. The results shows partially that the convenience variable had a positive and significant effect on online purchasing decisions, while the price, trust, and security variables had either no or little significance on online purchasing decisions. Simultaneously, it is known that the variables of price, trust, convenience, and security has a positive and significant effect on online purchasing decisions.

Antecedents and Consequences of Impulse Buying Consumer on Tiktok Shop

This study aims to determine consumers' impulsive purchases at Tiktok Shop based on antecedents and consequences explained by the variables of impulsive behavior, online consumer reviews, purchase decisions and loyalty. This study uses a quantitative approach with data analysis methods, namely product moment correlation. The sample determined in the study used purposive sampling and obtained as many as 302 respondents who had made purchases at the Tiktok Shop. The results of the study show that Consumer Impulsivity has an influence on Impulsive Buying, meaning that consumers who have high impulsive reactions will usually buy products impulsively.

The Influence of Price, Product Quality, and Brand Image on Online Purchasing Decisions for Aquaponic Products at PT Tanikota

The COVID-19 pandemic has encouraged all activities to be carried out completely online, including purchasing fresh products to meet daily food needs. PT Tanikota is a company located in Bandung that sells aquaponic products online. Behind the existing business potential, consumers of fresh produce are still not sure to make purchases online because they cannot see or choose directly the products they want to buy, given their perishable characteristics. The purpose of this study was to analyze the effect of price, product quality, and brand image on online purchasing decisions for aquaponics at PT Tanikota. The design of this research is using mixed methods. The results showed that price and product quality had an effect on purchasing decisions for aquaponics products online at PT Tanikota, while brand image had no significant effect. Price, product quality, and brand image simultaneously have a significant effect on online product purchase decisions at PT Tanikota. The influence of price is 18.2%, product quality is 23.4% and brand image is 9.4%.

Millennial and Generation Z Online Purchasing Decisions on Indonesian Marketplace

The COVID-19 epidemic, as well as advancements in information technology, have both led to a shift in consumer behavior, with consumers increasingly preferring to purchase things online. This study is an explanatory study that aims to evaluate the impact of e-customer reviews, e-customer ratings, and e-payment on the online purchase decisions of Millennials and Generation Z in Indonesian marketplaces. The populations studied in this research include the Millennial Generation and Generation Z, both of which purchase products from Indonesian marketplaces in unknown, large numbers. Purposive sampling was employed in this investigation to gather 420 samples that fulfilled the specific criteria used in this study. This study employed a questionnaire to collect data, which was emailed using Google Forms and distributed between December 8, 2022, and January 16, 2023. According to the findings of this research, e-customer reviews have no impact on online purchasing decisions. In contrast, this study shows that e-customer ratings have an impact on online purchasing decisions. Finally, this research discovered that e-payment affected online purchasing decisions. The findings of this study are crucial because they provide insight into the preferences and attitudes of Generation Z and Millennials about e-customer reviews, e-customer ratings, and e-payment systems.

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND TRUST ON ONLINE PURCHASE DECISIONS OF SKINCARE PRODUCTS IN LAZADA

This study aims to know the influence of electronic word of mouth (E-WOM) and brand trust on online purchase decision of skincare products in Lazada. The research sample is 100 respondents. The data collected by questionnaire and distributed online. The sampling method used in this study is a purposive sampling. The data analysis method in this study is multiple linear regression and using SPSS as a data processing tool. The result shows that electronic word of mouth partially has a positive and significant influence on online purchase decisision. Brand trust partially has a positive and significant influence on online purchase decision. Electronic word of mouth and brand trust simultaneously have a positif and significant influence on online purchase decision. Keyword: electronic word of mouth, brand trust and online purchase decision

The Influence of Instagram, Brand Image, and Price on Online Purchase Decisions

This paper aimed to examine the impact of social media Instagram, brand image, and price on online purchasing decisions on SME customers. The sample size in this study was 100 respondents from Atthahirah Clothing's customers. Structural Equational Modeling (SEM) with SmartPLS 3.0 program was used as the analysis technique. The results show that the use of Instagram has no significant effect on online purchasing decision, also consumers do not consider brand image when they make online purchasing decisions. Meanwhile, price positively affects online purchasing decisions. In conclusion, the biggest motivation for Atthahirah consumers in making online purchasing decisions is price. Therefore, pricing is important in determining online purchasing decisions for hijab fashion SMEs consumers.

Pengaruh Keamanan, Kualitas Informasi dan Kemudahan terhadap Keputusan Pembelian Online pada Konsumen Tiktok Shop

This study is entitled the effect of security, information quality and convenience on online purchasing decisions for tiktok shop consumers which aims to determine how security, information quality and convenience affect online purchasing decisions partially or simultaneously. The data collection method used is the simple random sampling method, namely people who have shopped at tiktokshop. Data collection using a questionnaire, namely by distributing a list of questions using Google Form to respondents randomly to tiktok users. The number of samples taken based on the responses to the incoming questionnaire responses was 148 respondents. Furthermore, the results of the respondents' responses were tabulated and tested for feasibility. The research model that will be used in this study is a regression analysis model to test the proposed hypothesis using Multiple Linear Regression techniques using the SPSS 25.0 programme. The results showed that online purchasing decisions were simultaneously and partially influenced by the variables of security, information quality and ease of tiktok shop consumers in shopping. Keywords: purchase, online, tiktok shop

Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia Dimoderasi Oleh Kualitas Produk

This research seeks to explain the moderating effect of product quality on the relationship between online customer reviews and ratings and online purchasing decisions. Unknown number of Tokopedia application users in Jakarta constitute the population for this research. This study used a technique of purposive sampling in which the sample must meet the requirements specified. For data collection, online questionnaires were used in this study. Smart PLS3 software is used for data processing. As a result, 100 Tokopedia application users fulfilled the research criteria and participated in this study. The findings of the research indicate that product quality moderates the impact of online customer reviews on online purchase decisions. Similarly, product quality moderates the impact of online customer ratings on purchase choices made online. The results of this research may give entrepreneurs with information on the online behavior of customers.