PENGARUH HARGA, KEMUDAHAN PENGGUNAAN, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE (STUDI MAHASISWA ITB AAS INDONESIA)
Keywords:
decision, ease of use, online shopping, price, trust, berbelanja online, harga, kemudahan penggunaan, kepercayaan, keputusan, ITB AAS IndonesiaAbstract
The purpose of this study was to determine the influence of price, ease of use, and trust factors on online shopping decisions among ITB AAS Indonesia students. This study was conducted at ITB AAS Indonesia. The sample in this study was 41 respondents. Data collection techniques using questionnaires. Data analysis techniques using multiple linear regression analysis. The results of the study showed that price, ease of use, and trust had a simultaneous and significant effect on online shopping decisions among ITB AAS Indonesia students. Price had a positive and significant effect on online shopping decisions among ITB AAS Indonesia students. Ease of use did not have an effect on online shopping decisions among ITB AAS Indonesia students. Trust had a positive and significant effect on online shopping decisions among ITB AAS Indonesia students.
