The impact of changes in the marketing era through digital marketing on purchase decisions

Abstract

In online shopping, it is currently an alternative place for shopping where this method is starting to be widely used by consumers. Various online shopping applications have sprung up, but several factors that influence consumer shopping decisions of course vary. In this study, researchers examined the effect of the accepted model of technology (ease of use and usefulness) and risk variables on consumer decisions to shop at online stores. In this study, the researcher used four variables, sixteen dimensions where each dimension was represented by two indicators so that in this study there were thirty-two indicators which would later be changed in the form of questions to respondents. In this study, the population used is consumers who have shopped online and since the population is very large, then with the quota sampling method the researchers determine the number of samples as much as five times the number of indicators so that the number of samples is 160 respondents, which would later be processed with AMOS SEM analysis tools. From the results of this study, it was found that the variables of ease of use, usefulness and risk had a significant and significant effect on consumer decisions to buy online. And the ease-of-use variable also affects the usefulness variable. The usefulness variable is found to have the greatest influence on consumer decisions, then the risk variable and finally the ease of use.