Analysis of Consumer Behavior on Purchase Decision at the Online Shop Shopee in Indonesia
- Author Dewi Indriani Jusuf
- Co-Author Jonathan Sarwono
- DOI https://ww
- Country : Indonesia
- Subject :
Keywords : consumer behavior, cultural factors, social factors, personal factors and psychological factors, buying decision, product selection, brand selection, distribution selection, payment method and timing.
Abstract
The goal of the research is to know the effect of the consumer behavior of online shop, Shopee Indonesia on the consumers’ buying decision. In this research, the quantitative approach, descriptive and verified design are used. As much as 300 consumers of Shopee in several big cities in Indonesia are selected as respondents using a purposive method. The instrument of data collection is electronic questionnaire. The data analysis used is Structural Equation Modeling based on Partial Least Square (PLS SEM). The research results show that the consumer behavior of Shopee online shop affects the consumer buying decision significantly. The biggest effect of the consumer behavior dimension on the buying decision variable is a personal factor and the biggest effect of the consumer behavior variable is on the payment method dimension.
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