THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS)
The rapid growing of e-commerce industry accompanied by major increase in internet users and changing in consumer behaviour in Indonesia make online purchase trend become more widespread. This research aimed to identify the effect of consumer behaviour on online purchase decision. This study examin...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Kristen Indonesian Paulus
2024-02-01
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| Series: | Accounting Profession Journal (APAJI) |
| Subjects: | |
| Online Access: | http://www.ojsapaji.org/index.php/apaji/article/view/190 |
| _version_ | 1797336231046021120 |
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| author | Muhammad Ainun Zaky Muhammad Asdar Muhammad Ismail |
| author_facet | Muhammad Ainun Zaky Muhammad Asdar Muhammad Ismail |
| author_sort | Muhammad Ainun Zaky |
| collection | DOAJ |
| description |
The rapid growing of e-commerce industry accompanied by major increase in internet users and changing in consumer behaviour in Indonesia make online purchase trend become more widespread. This research aimed to identify the effect of consumer behaviour on online purchase decision. This study examines how cultural factor, social factor, and psychological factor affecting online purchasing decision. Survey research method is used by distributing structured questionnaire to a sample size of 108 respondents from Universitas Hasanuddin students. This research used Multiple Regression Model and data was processed through SPSS 23. The result of this study showed that cultural and social factor has no significant effect on online purchasing decision. In other hand, this research found that online purchasing decision is significantly affected by psychological factor.
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| first_indexed | 2024-03-08T08:50:18Z |
| format | Article |
| id | doaj.art-5b24fab92f5a4d6c98a4177185e6bdbf |
| institution | Directory Open Access Journal |
| issn | 2715-7695 2686-0058 |
| language | English |
| last_indexed | 2024-03-08T08:50:18Z |
| publishDate | 2024-02-01 |
| publisher | Universitas Kristen Indonesian Paulus |
| record_format | Article |
| series | Accounting Profession Journal (APAJI) |
| spelling | doaj.art-5b24fab92f5a4d6c98a4177185e6bdbf2024-02-01T11:01:44ZengUniversitas Kristen Indonesian PaulusAccounting Profession Journal (APAJI)2715-76952686-00582024-02-016110.35593/apaji.v6i1.190THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS)Muhammad Ainun Zaky Muhammad AsdarMuhammad Ismail The rapid growing of e-commerce industry accompanied by major increase in internet users and changing in consumer behaviour in Indonesia make online purchase trend become more widespread. This research aimed to identify the effect of consumer behaviour on online purchase decision. This study examines how cultural factor, social factor, and psychological factor affecting online purchasing decision. Survey research method is used by distributing structured questionnaire to a sample size of 108 respondents from Universitas Hasanuddin students. This research used Multiple Regression Model and data was processed through SPSS 23. The result of this study showed that cultural and social factor has no significant effect on online purchasing decision. In other hand, this research found that online purchasing decision is significantly affected by psychological factor. http://www.ojsapaji.org/index.php/apaji/article/view/190Perilaku KonsumenKeputusan Pembelian OnlineFaktor BudayaFaktor SosialFaktor Psikologi |
| spellingShingle | Muhammad Ainun Zaky Muhammad Asdar Muhammad Ismail THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS) Accounting Profession Journal (APAJI) Perilaku Konsumen Keputusan Pembelian Online Faktor Budaya Faktor Sosial Faktor Psikologi |
| title | THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS) |
| title_full | THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS) |
| title_fullStr | THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS) |
| title_full_unstemmed | THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS) |
| title_short | THE EFFECT OF CONSUMER BEHAVIOR ON ONLINE PURCHASE DECISION (CASE STUDY ON UNIVERSITAS HASANUDDIN STUDENTS) |
| title_sort | effect of consumer behavior on online purchase decision case study on universitas hasanuddin students |
| topic | Perilaku Konsumen Keputusan Pembelian Online Faktor Budaya Faktor Sosial Faktor Psikologi |
| url | http://www.ojsapaji.org/index.php/apaji/article/view/190 |
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