THE INFLUENCE OF TECHNOLOGICAL FACTORS, CUSTOMER-RELATED FACTORS, PRICE AND PRODUCT TOWARDS ONLINE PURCHASE DECISION (A CASE STUDY OF MDS CUSTOMER IN JAKARTA)

Abstract

In this era, most people especially millennials are using technology as part of their social life. In urban area especially in Jakarta, all aspects of people’s daily life are connected with technology, for example trends of buying product are changing through technology or people usually known as online shopping which affect the closing of several retail stores in Jakarta. Therefore, this research is conducted with a purpose to evaluate the influence of technological factors, customer-related factors, price and product towards online purchase decision with customer of MDS Store in Jakarta as the sample. This research is using non-probability sampling with accidental sampling technique and using 330 maximum respondents as sample. The result indicates that customer-related factors, product and price are significant influence towards online purchase decision. This research also indicates that technological factors, customer-related factors, price and product have simultaneous influence towards online purchase decision with 97% of adjusted R2.