The effect of the presence of e-commerce on consumer purchasing decisions

• Main Authors: Ida Zuniarti, Idah Yuniasih, I Ketut Martana, Eka Dyah Setyaningsih, Isnurrini Hidayat Susilowati, Eigis Yani Pramularso, Dewi Astuti
• Format: Article
• Language: English
• Published: Growing Science 2021-01-01
• Series: International Journal of Data and Network Science
• Online Access: http://www.growingscience.com/ijds/Vol5/ijdns_2021_13.pdf

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.