Online Purchase Decision Model From a Trust and Ease of Use Perspective in the Online Marketplace

Abstract

This study aims to describe and examine the impact of Trust and Ease of Use through E-Commerce in Online Purchase Decision at Marketplace Online. The methodology design used in this research is quantitative research with a survey method, for an analysis tool used is multiple linear regression. The method used to attract the sample is non-probability in the form of purposive sampling with the main criteria of the sample that is Tokopedia.com users who have made transactions at least 1 time. The size of respondents used as many as 100 respondents. The results of the study found that there is a positive and significant result of the trust and ease of use variables on online purchasing decisions both partial and simultaneous. This can be explained that the main factors that consumers consider before conducting online purchasing activities are whether they trust the sites that provide these online services and trust the online sellers on the website to encourage and build long-term relationships with consumers. Second is the impact of the ease of use on purchasing decisions, which can be explained by the ease of use perceived by Tokopedia users will tend to provide a sense of comfort and ease that affects consumers' online purchasing decisions. Thus, the recommendation for Tokopedia.com is to put more concern on updating the user experience to make it more manageable for all users to remain to use Tokopedia.com. and to strengthen payment systems and complaint handling for both consumers and sellers.

Pengaruh Kemudahan Penggunaan, Keamanan Transaksi Dan Online Customer Review Terhadap Keputusan Pembelian Dan Minat Untuk Membeli Sebagai Variable Intervening

“…Hal ini mengindikasikan bahwa kemudahan penggunaan memiliki pengaruh signifikan terhadap keputusan membeli online. Hasil ini sama dengan penelitian sebelumnya yang menyatakan bahwa kemudahan penggunaan memiliki pengaruh positif signifikan terhadap keputusan pembelian (Ramadhan et al, 2021).…”

The Effect of Social Media Marketing on Hedonic Shopping Value Through Online Impulsive Buying of Fashion Products (Research On Generation Z In Bandung)

“…Social media marketing has many benefits for businesses including being able to communicate more easily with consumers and reaching a wider market (Laksamana, 2020) social media allows online consumers to shop effortlessly (Ramadhan et al, 2021), besides that Social media marketing helps consumers to see the level of online seller trust by looking at the testimonials from social media so that it raises consumer confidence and attracts their interest in using social media as a shopping platform because trust is the most important thing and the main factor when doing online transactions (Moslehpour et al, 2021). the social media marketing strategy should use the most popular social media in Indonesia and the most popular social media used by MSMEs for their marketing strategy.…”