FACTORS THAT INFLUENCE CONSUMER PURCHASING DECISION IN INDONESIA FASHION ELECTRONIC COMMERCE
Online shopping for fashion products is becoming a trend among Indonesian people. The number of fashion electronic commerce buyers in Indonesia shows growth every year. However, Indonesia fashion electronic commerce revenue in 2023 shows a significant decline compared to 2021 and 2022, even th...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79734 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Online shopping for fashion products is becoming a trend among Indonesian
people. The number of fashion electronic commerce buyers in Indonesia shows
growth every year. However, Indonesia fashion electronic commerce revenue in
2023 shows a significant decline compared to 2021 and 2022, even though various
promotions have been carried out to attract people to buy its products. Therefore,
this research conducts to identify the factors that influence consumer purchasing
decision in Indonesia fashion electronic commerce and provide recommendations
for improvements that needed for Indonesia fashion electronic commerce to survive
and become a leading player in the industry. This research uses a quantitative
approach using an online survey as a research instrument. The data is analyzed
using descriptive statistic and simple linear regression. The results of data analysis
from 207 respondents show that social factor, advertising, brand image and
trustworthiness are factors that influence consumer purchasing decision in
Indonesia fashion electronic commerce. Improvements that Indonesia fashion
electronic commerce can make to survive and become a leading player in the
industry are taking advantage of social recommendation, investing in advertising,
improving brand image, and increasing brand trust. |
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