INVESTIGATION OF FACTORS AFFECTING E-PURCHASE DECISION

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dc.contributor.authorFaddila, Syifa Pramudita
dc.contributor.authorNurlenawati, Netti
dc.contributor.authorHendayana, Yana
dc.date.accessioned2021-02-19T03:49:52Z
dc.date.available2021-02-19T03:49:52Z
dc.date.issued2020
dc.description.abstractInformation 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.en_US
dc.identifier.issn1475-7192
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12674
dc.language.isoenen_US
dc.publisherInternational Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1en_US
dc.subjectPromotionen_US
dc.subjectPriceen_US
dc.subjectBrand Imageen_US
dc.subjectTrusten_US
dc.subjectPurchase Decisionen_US
dc.titleINVESTIGATION OF FACTORS AFFECTING E-PURCHASE DECISIONen_US
dc.typeArticleen_US
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