THE EFFECT OF WEB DESIGN, WEB CONTENT, PRICE, TRUST AND ELECTRONIC WORD OF MOUTH ON INDONESIAN PURCHASE DECISION THROUGH ONLINE SHOPPING

Abstract

In this modern world, online shopping is one of big issues in Indonesia economic growth. Online shopping growth is increase significantly. However, that phenomenom also followed by the number of online crime which increase from year to year, but people do not stop to purchase on online shop. The aim of this research is to explore the major factors (web design, web content, price, trust and electronic word of mouth) that vital on online purchasing decision, which is gathered based on respondent‟s answer from questionnaire. From the identifiable variables it will lead to a better online shop service. Quantitative research is the method that used for this topic. Data were distributed to all of Indonesia area via online which made by Google Drive application with convenience sampling technique. Due the time limitation, only 413 respondents are used as sample. Validity is checked through factor analysis, reliability is proved according to score of cronbanch‟s alpha and for hypothesis testing, multiple regression is used. The results of this research are web content, trust and electronic word of mouth entirely have significant effect to online purchasing decision. All of web content, trust and electronic word of mouth also partially have significant effect to online purchasing decision.