Online Purchase Decisions Research Articles

Consumer Behavior In Online Purchase of Seeds and Ornamental Plants

The covid-19 pandemic has forced most people of Indonesia to do their activities from home, one of which is shopping which is also carried out online. Some people in Indonesia prefer to buy seeds and ornamental plants online even though these products are vulnerable to damage due to the limited durability and expiration date. The purpose of this study is to identify whether there is an influence of comsumer behavior on online purchasing decisions for seeds and ornamental plants in Indonesia. The analysis techniques used are validity test, reliability test, and multiple linear regression. The results showed that lifestyle does not affect purchasing decisions, while trust, convenience, and web quality affect purchasing decisions. The results of the F-test suggested that the variables of lifestyle, trust, convenience, and web quality, simultaneously influence the decision to purchase seeds and ornamental plants online.

Consumer Behavior In Online Purchase of Seeds and Ornamental Plants

The covid-19 pandemic has forced most people of Indonesia to do their activities from home, one of which is shopping which is also carried out online. Some people in Indonesia prefer to buy seeds and ornamental plants online even though these products are vulnerable to damage due to the limited durability and expiration date. The purpose of this study is to identify whether there is an influence of comsumer behavior on online purchasing decisions for seeds and ornamental plants in Indonesia. The analysis techniques used are validity test, reliability test, and multiple linear regression. The results showed that lifestyle does not affect purchasing decisions, while trust, convenience, and web quality affect purchasing decisions. The results of the F-test suggested that the variables of lifestyle, trust, convenience, and web quality, simultaneously influence the decision to purchase seeds and ornamental plants online.

Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study

Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in online settings: hedonic (i.e., visually attractive, joy-focused, and interactive) and utilitarian (i.e., informative, convenient, and functional). However, no unanimous conclusions have been drawn about their effects on online consumer behavior. Furthermore, no studies have assessed the psychological mechanisms underlying the processing of hedonic and utilitarian banner ads, which could be crucial given the unconscious, internal, and introspective nature of ad evaluation and online purchasing decisions. In this research, the authors used neuroimaging (functional magnetic resonance imaging [fMRI]) to identify the neural mechanisms underlying the evaluation of hedonic and utilitarian banners. The results reveal that whereas hedonic layouts engage brain areas associated with reward, self-relevance, and emotion, utilitarian banner ads trigger brain networks related to object identification and recognition, reasoning, executive function, and cognitive control. This research also examines the extent to which neural data derived from processing hedonic and utilitarian banners complement the ability of self-reported banner effectiveness to predict online consumer behavior. The results reveal that neural data from banner appeals help predict between 9% and 18% of online consumer behavior beyond that indicated by the perceived ad effectiveness reported by consumers. Taken together, these results provide new insights into the connection between neuropsychological data and real-world online consumer behavior.

The Influence of Trust Using E-Commerce on Online Purchase Decisions in The Class of 2019 Student of Business Administration at Makassar State University

The Influence of Trust Using E-Commerce on Online Purchase Decisions in The Class of 2019 Student of Business Administration at Makassar State University

Analysis of Factors Affecting the Decision to Purchase Online Case Study (Customer Tapa-Bulango)

The aims of this study are: 1) To determine the factors that influence purchasing decisions online by consumers in Tapa-Bulango; 2) To identify the dominant factors that influence purchasing decisions online by consumers in Tapa-Bulango.
 The research method used in this research is qualitative with a descriptive approach. The number of informants used in this study was 7 people.
 The results show that (1) consumers choose to do online shopping because through online media consumers can get clear information about the products they need; (2) Consumers search for information through internet media and also ask friends or family who have bought the same product; (3) After obtaining clear information, the consumer evaluates the product to be purchased by comparing the quality and price of the goods; (4) In making transaction decisions, there are consumers who choose the COD method because they can still check the products purchased. And there are also consumers who follow the alternatives provided by the online store; (5) After making a purchase, there are consumers who actively comment on the products purchased in the online store comments column and there are also consumers who do not provide any comments.

PENGARUH KUALITAS INFORMASI, KEMUDAHAN, DAN KEPERCAYAN TERHADAP KEPUTUSAN PEMBELIAN DI SITUS TOKOPEDIA

This research aims to analyze the influence of information quality, ease, and belief on the decision of purchasing online in the Surakarta community of Tokopedia site users. The samples used in this study were 100 respondents (Tokopedia users) in Surakarta using the questionnaire to make up the data. The sampling technique is Purposive sampling which is a sampling method where the researcher determines the sampling by defining specific characteristics such as TOKOPEDIA site users because the number of the population is scattered and difficult to know for sure. Data analysis techniques using validity and reliability tests, classical assumption tests using normality testing, multicollinearity tests, heteroskedasticity tests, multiple linear regression tests, hypothesis tests using t-tests, F tests, and coefficient of determination tests. The results of this study showed that the variable quality, is significantly influential to the purchase decision online, the variable of ease of influence significantly towards the purchase decision, and the variable Hu significantly influence the decision the purchase online.

PENGARUH ELECTRONIC WORD OF MOUTH DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI MARKETPLECE SHOPEE

This study aims to test and analyze the effect of electronic word of mouth and price on online purchasing decisions. This research was conducted on the Shopee Marketplace case study on ITB Student Ahmad Dahlan Lamongan. The sample of this study was 45 respondents using random sampling techniques. The data were analyzed using multiple linear regression analysis, classical assumption test, T test, and Coefficient of Determination with SPSS 26 software. The results showed that partially there was a significant influence of Electronic Word Of Mouth variables on Online Purchase Decisions, Price Variables had a significant influence on Online Purchase Decisions

EFFECTIVENESS AND EFFICIENCY IN A HURRIED WORLD: ONLINE CUSTOMERS KNOW WHAT THEY WANT

Despite many studies on online purchasing decisions, e-marketing mix elements tend to be based solely on literature, regardless of what antecedents are appropriate for the target sample of research. Selecting research variables by salient factors determination method leads to several hypotheses about e-marketing mix elements that influence purchase decisions in one of the largest marketplaces in Indonesia, i.e., Shopee.co.id. The current study is expected to answer which elements in the e-marketing mix most determine purchase decisions in the digital era that demand the effectiveness and efficiency of resources. The total respondents were 150 university students. Structural Equation Modeling was utilized to analyze the data. Results showed that e-marketing mix elements that significantly influence purchasing decisions were e-process and e-price. The findings show that the most important online shopping factors were processing speed (time effectiveness) and lower product prices (cost efficiency). E-promotion did not significantly affect the purchase decision since online shopping has become a daily routine activity, especially since the Covid-19 pandemic in early 2020.
 Keywords: effectiveness, efficiency, e-marketing mix, marketplace, purchase decision

PENGARUH ELECTRONIC SERVICE QUALITY (E-SERVQUAL) DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN ONLINE PENGGUNA SHOPEE

This study aims to determine the effect of e-Service Quality and e-Word of Mouth on online purchasing decisions. The variables used in this study are independent variables consisting of e-Service Quality and e-Word of Mouth, while the dependent variable in this study is Online Purchase Decision. The type of research used is descriptive quantitative. The sampling method used in this research is purposive sampling. Data were collected using a questionnaire instrument with a Likert scale. The analytical tool in this study uses Multiple Linear Regression with the help of SPSS software. The results of the t-test indicate that the X1 (electronic service quality) variable has a significance value of 0.000 <0.05, this means that the influence of electronic service quality on purchasing decisions at Shopee is significant. While Variable X2 (electronic word of mouth) has a significance value of 0.704 > 0.05, this means that the effect of electronic word of mouth on purchasing decisions at Shopee is not significant. The results of the F test show a significant value of 0.000 or the significance value of the F test is less than 0.05. This means that the third hypothesis is accepted, variables X1 (electronic service quality) and X2 (electronic word of mouth) simultaneously have a significant effect on Variable Y (purchasing decisions).

THE ROLE OF VIRTUAL TRY-ON TECHNOLOGY IN ONLINE PURCHASING DECISION

Today, with the intensive use of internet technologies, the concept of e-commerce became a focused channel to understand the customer behavior and purchasing processes for different product categories. Several methods are used to enable users to conclude their surf with the purchase and up-to-date technologies are contributed to positively nudging their purchasing tendencies. In this study, the impact of one of these technologies, Virtual Try-On, in terms of the customer experience was investigated. According to the results, the desire to use this technology again has been determined and it has also been seen that VTO technology had increased users’ purchase intention. Plus, two different user groups with different characteristics were identified according to their perceptions towards VTO technology. It is recommended that firms offering this technology seek to differentiate ways in their promotion and communication with designated groups.

Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87)

Abstract
 In this era of globalization or better known as the Industrial Revolution 4.0 Technology trend, digital marketing is the most effective place to increase sales of a brand, and Realizm87 is no exception. This study examines the relationship between three variables, namely content marketing (X) as an independent variable, consumer engagement (Z) as a mediating variable, and online purchasing decisions (Y) as a dependent variable. This research method is quantitative research with descriptive research type. The sampling technique used is non-probability sampling with purposive sampling type. Collecting data by distributing questionnaires to 96 consumers who bought Realizm87 products online. Based on the results of the study, it was found that attractive content marketing will increase consumer engagement and online purchasing decisions. High Consumer Engagement will increase online purchasing decisions. Attractive content marketing through high consumer engagement will improve online purchasing decisions.

ANALISIS PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK ONLINE DI BUKALAPAK

The objective of this research was to determine the influence of prices and promotions on online goods purchasingdecisions at Bukalapak with purchases concentration on fashion products. The tests were administered to 60 peopletaken by using non probability sampling techniques, while the determination of respondents was taken through asaturated sampling method. The technical analysis calculation was done by using the t test method, correlation test,determination test and multiple linear regression test. The results of the t test showed that t count of X1 (price) was2.498 at the level of sig 0.015 and t count of X2 (promotion) was 2.043 at the level of sig 0.048. The results of thecorrelation test indicated that Y and X1 were 0.386, Y and X2 were 0.318. The result of the determination test was0.682. The results of the multiple linear regression tests were Y = 2.264 + 0.263 + 0.218. The results of this researchrevealed that prices and promotions had a positive influence on goods purchasing decisions. The most influential factorin purchasing decisions online at Bukalapak was Promotion. Price factor remains a significant contributor for thepresentation of purchasing decision, because in Bukalapak can be made of bargaining system. Assessment ofsatisfaction in the Bukalapak application on 19 March 2020 at 11am on Playstore show a rating 4,5 of 5,0 with a totalrating of 922.968 people. Bukalapak must maintain the price level by working with MSMEs and making several newpromotions.Key word : Price, Promotion, Consumer Decision

The Impact of Electronic Word of Mouth and Brand Image on Online Purchase Decisions Moderated by Price Discount

This study aims to analyze the impact of electronic word of mouth and brand image on online purchasing decisions moderated by price discounts. This study uses a quantitative research paradigm with an explanatory approach. The research instrument is a questionnaire designed to measure electronic word of mouth, brand image, price discount, and online purchase decisions. Data were collected from primary sources through surveys. The survey, as a data collection technique, was carried out in Malang City. Partial distribution of the questionnaire used google form and distributed directly to respondents. The research object is the Shopee platform, while the research subjects are millennials who have used the Shopee platform in the past year. The total number of respondents involved in this study was 100. Data analysis used two approaches namely categorization index analysis and multivariate regression. Study results show that electronic word of mouth is in a reasonably low category. The brand image has a high category, while the price discount has a reasonably high category. Hypothetically tested, electronic word mouth has no impact on purchasing decisions. However, when moderated by a price discount, it has an impact on purchasing decisions. Meanwhile, whether moderated by price discounts or not, the brand image variable had an impact on online purchasing decisions on the Shopee platform.

The Effect of Brand Image on Online Purchase Decision with Mediation Word of Mouth on Fashion Products in Denpasar-Bali Province

The purpose of this study was to develop and test the impact of brand image on online buying decisions through reviews of fashion products in Bali, Indonesia. This study uses a questionnaire method that is systematically conducted based on the purpose of the study. The number of respondents was 100 respondents. This study uses the Likert scale to measure variables when testing validity and reliability variables. This study was analysed by a PLS-based SEM. The results of this study show that (1) brand image has a great influence on electronic word-of-mouth, (2) brand image has a big influence on online purchase decisions, and (3) word-of-mouth has a big influence. Communicate your brand image and online purchase decision with online purchase decision and (4) word of mouth.

The The Effect of Cash on Delivery, Online Consumer Rating and Reviews on the Online Product Purchase Decisions

Abstract– The aims of the study were to analyze the factors that influence the online purchase decision, such as cash on delivery service, consumer online rating, and review. This study took 100 samples by using the accidental sampling technique. The data analysis technique used in this study was descriptive statistical analysis and multiple linear regression analysis. The study results showed that 1) there was a significant and positive effect of cash on delivery service on the online purchase decision partially, 2) consumer online rating and review had a significant and positive effect on the online purchase decision partially, 3) there was the significant and positive effect of cash on delivery service, consumer online rating, and review on the online purchase decision simultaneously.

THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASE DECISIONS AT TOKOPEDIA (CASE STUDY OF TOKOPEDIA USERS IN MEDAN DISTRICT, JOHOR)

ABSTRACTThis study intends to examine how online customer reviews and ratings affect purchase choices. Purposive sampling is used in this form of study to choose the sample, which might include as many as 96 Tokopedia customers who have made purchases there. It is associated with a quantitative approach. Primary data are the kind used. The information utilized was derived from the responses provided by the respondents to the questionnaires that were given out. Utilizing the SPSS 25 for Windows application, validity testing, reliability testing, traditional assumption testing, and hypothesis testing are the data analysis methodologies performed. The study's findings show that online customer reviews (X1) and online customer ratings (X2) have a substantial impact on purchase decisions (Y) at Tokopedia.Keywords: Online Customer Review, Online Customer Rating and Purchase Decision.

The Effect of Customer Trust, Lifestyle, and Attitude on the Online Buying Decision

The internet is essential for business. It is because all people apply this connection to do their online activities, for example, buying. Therefore, many online platforms appear to facilitate it. The research about the decision to buy online and its determinants is numerous. In this study, three determinants want to get investigated: trust, lifestyle, and attitude. By employing the undergraduate management students in Universitas Kristen Krida Wacana as population and stratified random sampling as the method to take the samples, this study has the goal to examine these three effects on the decision to purchase online. Before testing the effect of trust, lifestyle, and attitude on the online buying decision, the data collected from the online survey get validated first by the confirmatory factor analysis. Then, the reliability test by the Cronbach Alpha analysis becomes the following step. Furthermore, after examining the statistical hypotheses by the structural equation based on variance, this study reveals that trust does not affect the online purchasing decision. However, lifestyle and attitude become the determinant with a positive sign. It implies that the platform has to be able to provide a safe transaction to raise the trust of the customer to buy online, the sellers have to assure the fits of products offered and delivery time promised.

KUALITAS PRODUK, CITRA MEREK DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN ONLINE (PENGGUNA SHOPEE DI SURAKARTA)

This research was conduted with the aim to analyze the influence of product quality, brand image and brand equity on online purchasing descisions (shopee users in Surakarta). This study uses quantitative deskritive sampling techniques using saltdental sampling methods. Data collection is done with observas, and kuisoner techniques. The population in this study is infinite. The sample in the study was 100 peoples. Data analysis uses classical assumptions and multiple linear regression analysis. The results showed that product quality, brand image and brand equity influence postively and significantly on online purchasing decisions (shopee users in Surakarta). 
 
 Keywords: Purchasing Decisions, Product Quality, Brand Image and Brand Equity

Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions

Shopping through e-commerce is one of the new tools in the current era. Various brands offer the large selection of products or services making shopping through e-commerce like shopping in the city center, but online. Currently, many e-commerce companies are running similar services because e-commerce is important to build a strong brand from the audience and shows the value of the products or services they offer. The aim of the research is to see how significant the influence of Shopee’s brand equity is on consumer purchasing decisions in Indonesia. The research applies a quantitative approach with linear regression analysis to see the causal relationship between variables, with the help of the SPSS 23 application for windows. Data are collected by distributing structured questionnaires online to 100 respondents from various segments of age, gender, and area of residence. The results show that the variables of brand equity including brand awareness, perceived quality, and brand loyalty have an influence on consumer purchasing decisions. However, brand association has no effect on purchasing decision. The most influential variable on purchasing decisions is brand loyalty from all the variables used. Moreover, it is suggested that Shopee application managers should pay more attention to factors that affect brand equity since it has a positive and significant influence on online purchasing decisions.

Pengaruh Kepercayaan, Keamanan, Kemudahan, Dan Gaya Hidup Terhadap Keputusan Pembelian Online Di Market Place

The purpose of this study is to test the influence of factors that affect the people of Padang city in choosing purchasing decisions online. Sample selection is used by the purposive sampling method, namely selecting samples with certain criteria as desired by the researchers, where based on the sampling method obtained 138 respondents. The analysis technique used is multiple linear regression analysis. Before the data is processed, a classic assumption test is conducted first. The test results showed that there were no heteroskedasticity and multicollinearity. This study used trust, convenience, security, and lifestyle variables as independent variables, and purchasing decisions as dependent variables. Partial test results show that trust, ease, safety, and lifestyle have a positive and significant influence on purchasing decisions. Simultaneous testing showed that trust, convenience, security, and lifestyle together influenced purchasing decisions.