Key Factors Analysis of E-Commerce and Marketplace Purchasing Decision in Palembang

Aslamia Rosa, Iisnawati Iisnawati, Islahuddin Daud

Abstract


We could find the existing of many e-commerce and market place in Palembang, such as MatahariMall.com, Zalora, Lazada, Tokopedia, Blibli, Shopee, Elevania and Bukalapak. To win the competition and build a sustainable competitiveness, those e-commerce and market place need to hold the key factors of online purchase decision. This research purpose is to investigate online shopping experience, word of mouth and web brand image affect to web trustworthiness and whether purchase decision affected by web trustworthiness and online shopping experience. The data taken from questionnaires that distributed to 100 respondents in Palembang. This research analyzed by using Structural Equation Modelling (SEM). The results show a positive influence between online shopping experience and branding image to web trustworthiness. Word of mouth does not have influence to web trustworthiness. The result found that positive influence between web trustworthiness to purchase decision, whereas online shopping experience does not have influence to purchase decision.


Keywords


Shopping Experience; Word of Mouth; Brand Image; Trust; Online Purchase Decision

Full Text:

PDF


DOI: https://doi.org/10.29259/sijdeb.v2i4.347-362

Refbacks

  • There are currently no refbacks.



Sriwijaya International Journal of Dynamic Economics and Business
Jl. Srijaya Negara Gedung Fakultas Ekonomi Lt.3
Fakultas Ekonomi Universitas Sriwijaya
Bukit Besar, Palembang, Sumatera Selatan, Indonesia, 30139
Email: sijdeb@unsri.ac.id


p-ISSN: 2581-2904 | e-ISSN: 2581-2912


Creative Commons License
Sriwijaya International Journal of Dynamic Economics and Business by http://ejournal.unsri.ac.id/index.php/sijdeb is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.



View My Stats