THE EFFECT OF ONLINE SHOPPING ON SOCIAL MEDIA AND WEBSTORE TO PURCHASE DECISION OF START-UP ENTREPRISE

• Main Author: Sari Pohan, Atika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78594
• Institution: Institut Teknologi Bandung

Currently, online shopping is favored by people because they do not have to come to directly to the store but just look at a collection of photos provided by using a mobile phone that is connected to the internet network. Media that bridges online shopping is through social media or webstore. This study to find out what factors are driving consumers to shop online decides whether through social media or webstore. The method to be used is quantitative and qualitative (mix method). Data will be obtained by interviewing 129 respondents via the enclosed questionnaire. In addition, the interview will also be made to obtain qualitative data that can help in the analysis process. In this case, will be the most influential variable are quality and trust is becomes the most important variable for consumers in deciding its purchase decision. The result show social media has the higher mean rank than webstore. So that, company should focus to increasing quality and trust in socilal media so that will attract customer.