FACTORS THAT INFLUENCE CONSUMERS’ PURCHASE DECISION THROUGH ONLINE

Abstract

This research has six independent variables, individual demands, consumers’ attitude, price, product quality, web trust, information quality, and one dependent variable, consumers’ purchase decision. The objectives that set for achieving the goal and focus of this research is to find out to what extent individual demands, consumers’ attitude, price, quality, web trust, and information quality influence consumers’ purchase decision. The question issues in this research is to what extent do individual demands, consumers’ attitude, price, quality, web trust, and information quality influence consumers purchase decision? The limitation for this research is Jakarta City, with males or females who had at least once shopped online through facebook. The respondents should be at least 15 years old. In this research, the researcher use quantitative analysis. The result of this research is product quality factor has the most dominant influence for consumers to purchase products through online. It means that even consumers buy products that they cannot see directly; they still concern about the detail description of the products to imagine the quality.