FACTORS THAT INFLUENCE CONSUMER PURCHASING DECISION IN INDONESIA FASHION ELECTRONIC COMMERCE

• Main Author: Nauradini A., Chairunnissa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79734
• Institution: Institut Teknologi Bandung

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.