Factors of Consumer Purchase Decision Through E-Commerce on Women Fashion Products in The City of Makassar

Abstract

This study aims to determine factors in E-commerce Consumer Purchasing Decisions for Women's Fashion Products in Makassar City. This research is a quantitative research with a descriptive analysis approach, the population in this study ise-commerce consumers of women's fashion products in Makassar City amounted to 258 people, while the sample in this study amounted to 100 with the sampling technique using the slovin formula with an error rate of 10%, the data collection technique was a questionnaire using a Likert scale. Data analysis technique using Partial Least Square. The results of the study show that H1:trust variable has a significant effect on online purchase decision, H2: trust variable has a significant effect on e-commerce system, H3: accessibility variable has a significant effect on e-commerce system, H4: content information variable has a significant effect on e-commerce system, H5: customer variable needs have a significant effect on the e-commerce system, H6: the variable customer needs has a significant effect on the online purchase decision. and H7: the e-commerce system variable has a significant effect on the online purchase decision in E-commerce Consumer Purchasing Decisions for Women's Fashion Products in Makassar City.