The impact of changes in the marketing era through digital marketing on purchase decisions

Abstract

In online shopping, it is currently an alternative place for shopping where this method is starting to be widely used by consumers. Various online shopping applications have sprung up, but several factors that influence consumer shopping decisions of course vary. In this study, researchers examined the effect of the accepted model of technology (ease of use and usefulness) and risk variables on consumer decisions to shop at online stores. In this study, the researcher used four variables, sixteen dimensions where each dimension was represented by two indicators so that in this study there were thirty-two indicators which would later be changed in the form of questions to respondents. In this study, the population used is consumers who have shopped online and since the population is very large, then with the quota sampling method the researchers determine the number of samples as much as five times the number of indicators so that the number of samples is 160 respondents, which would later be processed with AMOS SEM analysis tools. From the results of this study, it was found that the variables of ease of use, usefulness and risk had a significant and significant effect on consumer decisions to buy online. And the ease-of-use variable also affects the usefulness variable. The usefulness variable is found to have the greatest influence on consumer decisions, then the risk variable and finally the ease of use.

Understanding how customers shape purchase decisions in the e-commerce marketplace

“…Hypothesis 7 which proposed that perceived ease of transaction positively affects online purchase decisions, is supported. This finding supports the previous research that perceived ease of transaction contributed to online purchase decisions (Suleman et al, 2022;Puteri et al, 2022;Acelian & Basri 2021). This study proves that the more manageable the transaction process, the higher the customer's probability of purchasing.…”

“…The advantages of online purchasing for customers will come with this ease of transaction. Previous research shows that perceived ease of transaction is the main factor in deciding to make an online purchase (Kim et al, 2008;Suleman et al, 2022;Puteri et al, 2022;Acelian & Basri, 2021). Therefore, based on previous findings, this study proposed the following hypothesis.…”

Effect of use of non - cash payment in the digital era of business

“…According to BI, the availability of business data is still be one _ challenge growth the business also accelerated with QRIS help so possible business increase inclusion economics and finance nationally ( Sihaloho et al, 2020). The role of the new payment method can be an alternative that can be offered to benefit consumers because it is easy to make the payment process (Suleman et al, 2022) (Suleman et al, 2020a).…”

“…Many companies are participating in the Proud National Movement For Indonesia with a more digital treatment and registration process good ( Pracoyo et al, 2022). According to BI, the availability of business data is still be one _ challenge business's growth will be accelerated with QRIS assistance so that business can increase inclusion economics and finance nationally ( Sihaloho et al, 2020) (Limbu et al, 2012) (Suleman et al, 2022). Use the QRIS app in business, in particular in connection with use QRIS application as tool payment in transaction business.…”

Critical Risk Features of Digital Buying: A Quantitative Assessment

“…The assessment of various risk factors associated with https://www.indjst.org/ digital buying is to be measured to understand the digital buyer's attitude. The risk factors have significant effect on consumer decisions to buy online (3) . The situational factors affect hedonic and utilitarian motivation and hence there is a need to study various risk factors that influence digital buying (4) .…”