Abstract:
Bluesville is one of the successful apparel companies that emerged from online
community. However, their sales between the year 2016 and 2017 decreased and
also failed to reach their annual target sales. Therefore, the objective of this research
is to analyze the factors that could affect the consumer’s purchase decision online.
This research focuses on Jabodetabek area, since most of their consumers are from
that area. The researcher distributed questionnaires using a non-probability sampling
technique with purposive sampling method and there are 131 responses of the
questionnaire. With data processing using SPSS 21.0, the results revealed that two of
the three specific factors used in this research (trust and promotion) have a
significant influence towards consumer’s purchase decision, while one factor
(convenience) has no significant influence towards consumer’s purchase decision.
Among them, trust is the most influential factor toward purchase decision. All the
independent variables also have simultaneous influence toward the dependent
variable. The result of the adjusted r-square indicated that 25.7% of purchase
decision could be explained by the independent variables. The result of the research
is expected to serve as an insight to Bluesville’s decreased sales.
