INVESTIGATION OF FACTORS AFFECTING E-PURCHASE DECISION
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1
Abstract
Information technology that is rapidly developing provides convenience and opportunities for the
producers to market their products and for the customers to purchase them online. These conveniences make the
online business grows bigger. This research’s aim it to analyze the effects of promotion, price, brand image, and
customer trust on fashion product purchase decision online for students of Management Study Program, Universitas
Buana Perjuangan Karawang. This research uses analytical descriptive methods. The result of this research shows
that partially, the price (P-value=0.007) and customer trust (P-value=0.0005) variables influence the fashion
product purchased decision online. Moreover, simultaneously, promotion, price, brand image, and customer trust
influence the fashion product purchase decision online (P-value=0.0005). The online business producers are
recommended to pay attention to determine the price of products, because, for students, price is the most attractive
factor to purchase the fashion products online. The customer trust can be maintained by improving the integrity of
producers, e.g. giving the products matching the description that is posted online.
Description
Keywords
Promotion, Price, Brand Image, Trust, Purchase Decision