THE INFLUENCE OF PURCHASE EXPERIENCE, TRUST AND PRICE TOWARD CUSTOMERS PURCHASE DECISION ON TOKOPEDIA
| Main Author: | Sakti, Ircha Mahendra |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Brawijaya
, 2020
|
| Online Access: |
https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7228 https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7228/6227 |
Daftar Isi:
- This research aimed to determine the effect of the purchase experience, trust and price on purchase decisions on one of the online shopping sites in Indonesia, Tokopedia. This correlational/associative research was conducted to determine the effect of one or more independent variables on the dependent variable. This research used a sample of 200 respondents, namely students of Universitas Brawijaya Malang by using a questionnaire conducted online. The data was analyzed by multiple linear regression analysis and hypothesis testing using t-test, which was processed by SPSS software ver. 21. The results of the research noted that the purchase experience, trust and price variables have a positive and significant influence on consumer purchase decisions in Tokopedia. The need to improve the shopping experience through a good customer experience, increase consumer confidence by providing a good shopping process, and maintain and improve the quality of price by setting a reasonable price. If Tokopedia is able to fulfill it, then experience, trust, and price will have a positive influence on Tokopedia purchase decision.Keywords: Purchase Experience, Trust, Price, Purchase Decision