Online Purchasing Behavior Of Fashion Products Across The Market Place

Hari Muharam, Herdiyana Herdiyana

Abstract


Online shops are becoming very popular and a means of selling and selling transactions in today's digital age. Price perceptions and online promotions can affect customers in purchasing products. This investigation is aimed to study online purchasing behavior of fashion products across one of the market places. The population of this study as much as 132 students from market place users in Bogor City and as much as 100 students are selected as samples randomly. Quantitative method is used to show the influence between variables. This study has passed the instrument and the classical assumption test. After doing the test using Structural Equation Model (SEM) Lisrel 8.8, derived that there was a partially positive and significant influence between price perception and online purchase decision because of the t-count value of 3.52 > 1.96. The results showed a positive and partially significant impact between online promotion and online purchasing decision with a t-count of 4.80 > 1.96. Simultaneously, price perceptions and online promotions have a significant influence on online purchases with F-table = 36.21 > 3.09.

 

Keywords: Online Purchase Decisions, Price Perception and Online Promotions

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References


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