Open AccessThe effect of the presence of e-commerce on consumer purchasing decisions
Author(s) -
Ida Zuniarti,
Idah Yuniasih,
I Ketut Martana,
Eka Dyah Setyaningsih,
Isnurrini Hidayat Susilowati,
Eigis Yani Pramularso,
Dewi Astuti
Publication year - 2021
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.3.005
Subject(s) - purchasing , business , marketing , structural equation modeling , e commerce , taste , advertising , consumer behaviour , psychology , computer science , machine learning , neuroscience , world wide web
In this study, researchers examined how consumer decisions on purchases in e-commerce are particularly influenced by trust, attitudes and the ease of new shopping places. The data collection research was conducted using a questionnaire with 130 consumer respondents who had bought at ecommerce which would later be processed by Amos' Structural Equation Modeling (SEM). The study used four variables, thirteen dimensions and twenty-six indicators. The results showed that trust, convenience and attitudes influenced consumer decisions in buying e-commerce. The results also showed that trust had the greatest and most significant influence on consumer decisions to buy in e-commerce. So, it can be said that consumers buy because it is based on a sense of already trusting an e-commerce to make e-commerce crowded and buyers need to pay attention to improving their taste.