Key Factors Analysis of E-Commerce and Marketplace Purchasing Decision in Palembang

Rosa, Aslamia and Iisnawati, Iisnawati and Daud, Islahuddin (2018) Key Factors Analysis of E-Commerce and Marketplace Purchasing Decision in Palembang. SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 2 (4). pp. 347-362. ISSN 2581-2904

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Abstract

We could find the existing of many e-commerce and market place in Palembang, such as MatahariMall.com, Zalora, Lazada, Tokopedia, Blibli, Shopee, Elevania and Bukalapak. To win the competition and build a sustainable competitiveness, those e�commerce and market place need to hold the key factors of online purchase decision. This research purpose is to investigate online shopping experience, word of mouth and web brand image affect to web trustworthiness and whether purchase decision affected by web trustworthiness and online shopping experience. The data taken from questionnaires that distributed to 100 respondents in Palembang. This research analyzed by using Structural Equation Modelling (SEM). The results show a positive influence between online shopping experience and branding image to web trustworthiness. Word of mouth does not have influence to web trustworthiness. The result found that positive influence between web trustworthiness to purchase decision, whereas online shopping experience does not have influence to purchase decision

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User: Dr.SE,M.Si Aslamia Rosa
Date Deposited: 25 Dec 2022 01:31
Last Modified: 25 Dec 2022 01:31
URI: http://repository.unsri.ac.id/id/eprint/84573

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