Track: Business Management

Abstract

The purpose of this study is to examine the factors that can improve the online purchase decision of consumers when shopping through e-commerce. The research was conducted quantitatively by comparing previous theories to find research hypotheses. There is a questionnaire distributed to consumers in one month and the results of the distribution are processed through linear regression analysis for the evaluation of research hypotheses and statistical analysis. The results of the research convey that there are two consumer behaviors that have a relationship with online purchase decisions, namely consumer trust, and online shopping experience. Understanding consumer behavior provides an opportunity for companies to achieve sustainable performance. The study was conducted by statistical evaluation and found that partially trust is the first factor and online shopping experience is the second factor that can influence consumer buying behavior on e-commerce platforms. The benefit of this research on companies in general is that it is important to understand consumer behavior in supporting marketing and company performance, so that the company's existence is able to survive and benefit the environment..