PENGARUH KEPERCAYAAN, PERSEPSI HARGA, KUALITAS INFORMASI DAN KEMUDAHAN PENGGUNAAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN ONLINE
Abstract
This study aims to analyze the influence of trust, price perception,
information quality and easy of use e-commerce on online purchase decisions.
The subject in this study was consumers who had shopped at e-commerce
Bukalapak.com who stay in Daerah Istimewa Yogyakarta. In this study, sample of
100 respondents were selected using purposive sampling. Analysis tool used in
this study is the Structural Equation Model (SEM).
Based on the analysis that have been made the results are the costumers’
trust significantly influenceon purchase decisions, while price perception,
information quality and easy of use significantly is not influence on purchase
decisions.