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.
