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Nowadays, one option that helps customers purchase the things they need more easily is to shop through the marketplace. The issues of supply and demand are not the only ones that face the growth of internet commerce. More than that, though, a number of variables can affect how these days rapidly expanding internet businesses operate.This study aims to analyze and examine the influence of online customer review, celebrity endorser and price discount on online purchase decision of UIN Mataram College Student using Lazada Application with trust as an intervening variable. This study is causally associative with quantitative approach. The data was collected using questionnaires were distributed online to college student as Lazada application users via WhatsApp by filtering questions according to the characteristics of respondents. The type of sampling method used is non-probability sampling, namely purposive sampling. The number of samples in the present research was 60 respondents. The data analysis with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of this study indicate that the online customer review, celebrity endorser, price discount and trust has a significant influence on online purchase decision of UIN Mataram College Student Using Lazada Application. The trust is proven to be able mediate the effect of prise discount on online purchase decision. While, trust is unable to mediate the influence of online customer review and celebrity endorser on online purchase decision of UIN Mataram College Student Using Lazada Application. The findings of this research can be reference for future researchers who will study similar problems.

Nowadays, one option that helps customers purchase the things they need more easily is to shop through the marketplace. The issues of supply and demand are not the only ones that face the growth of internet commerce. More than that, though, a number of variables can affect how these days rapidly expanding internet businesses operate.This study aims to analyze and examine the influence of online customer review, celebrity endorser and price discount on online purchase decision of UIN Mataram College Student using Lazada Application with trust as an intervening variable. This study is causally associative with quantitative approach. The data was collected using questionnaires were distributed online to college student as Lazada application users via WhatsApp by filtering questions according to the characteristics of respondents. The type of sampling method used is non-probability sampling, namely purposive sampling. The number of samples in the present research was 60 respondents. The data analysis with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of this study indicate that the online customer review, celebrity endorser, price discount and trust has a significant influence on online purchase decision of UIN Mataram College Student Using Lazada Application. The trust is proven to be able mediate the effect of prise discount on online purchase decision. While, trust is unable to mediate the influence of online customer review and celebrity endorser on online purchase decision of UIN Mataram College Student Using Lazada Application. The findings of this research can be reference for future researchers who will study similar problems.

Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh E-Service Quality dan E-Word of Mouth terhadap Online Purchase Decision dengan E-Trust sebagai Variabel Mediasi pada Pengguna Layanan Shopeefood di Kota Padang. Teknik pengambilan sampel pada penelitian ini adalah non probability sampling. Sampel penelitian ini terdiri dari 130 responden. Pengolahan data penelitian dilakukan dengan menggunakan SmartPLS 4.0 melalui structural equation modelling dan uji bootsrapping untuk uji hipotesis. Hasil penelitian menunjukkan bahwa E-Service Quality berpengaruh positif signifikan terhadap E-Trust, E-Word of Mouth berpengaruh positif signifikan terhadap E-Trust, E-Trust berpengaruh positif signifikan terhadap Online Purchase Decision, E-Service Quality tidak berpengaruh signifikan terhadap Online Purchase Decision, E-Word of Mouth tidak berpengaruh signifikan terhadap Online Purchase Decision, E-Service Quality berpengaruh positif signifikan terhadap Online Purchase Decision melalui E-Trust, E-Word of Mouth berpengaruh positif signifikan terhadap Online Purchase Decision melalui E-Trust Kata kunci: E-Service Quality; E-Word of Mouth; E-Trust; Online Purchase Decision

Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh E-Service Quality dan E-Word of Mouth terhadap Online Purchase Decision dengan E-Trust sebagai Variabel Mediasi pada Pengguna Layanan Shopeefood di Kota Padang. Teknik pengambilan sampel pada penelitian ini adalah non probability sampling. Sampel penelitian ini terdiri dari 130 responden. Pengolahan data penelitian dilakukan dengan menggunakan SmartPLS 4.0 melalui structural equation modelling dan uji bootsrapping untuk uji hipotesis. Hasil penelitian menunjukkan bahwa E-Service Quality berpengaruh positif signifikan terhadap E-Trust, E-Word of Mouth berpengaruh positif signifikan terhadap E-Trust, E-Trust berpengaruh positif signifikan terhadap Online Purchase Decision, E-Service Quality tidak berpengaruh signifikan terhadap Online Purchase Decision, E-Word of Mouth tidak berpengaruh signifikan terhadap Online Purchase Decision, E-Service Quality berpengaruh positif signifikan terhadap Online Purchase Decision melalui E-Trust, E-Word of Mouth berpengaruh positif signifikan terhadap Online Purchase Decision melalui E-Trust Kata kunci: E-Service Quality; E-Word of Mouth; E-Trust; Online Purchase Decision

This article explores the dynamic relationship between scanning technology, shopping convenience, risk perception, and online purchase decisions in the evolving landscape of e-commerce. Utilizing a sample of 60 individuals, the study employs Smart PLS analysis to investigate the direct and indirect effects of scanning technology and shopping convenience on consumer behavior, with risk perception acting as a mediator. The results reveal that scanning technology significantly influences risk perception and subsequently shapes online purchase decisions. While shopping convenience alone does not exhibit a statistically significant indirect effect, the study emphasizes the need for a comprehensive understanding of diverse factors impacting consumer choices. These findings provide valuable insights for businesses, such as PT. Dutagaruda Piranti Prima, to refine strategies and navigate the complexities of consumer behavior in the digital marketplace.

This article explores the dynamic relationship between scanning technology, shopping convenience, risk perception, and online purchase decisions in the evolving landscape of e-commerce. Utilizing a sample of 60 individuals, the study employs Smart PLS analysis to investigate the direct and indirect effects of scanning technology and shopping convenience on consumer behavior, with risk perception acting as a mediator. The results reveal that scanning technology significantly influences risk perception and subsequently shapes online purchase decisions. While shopping convenience alone does not exhibit a statistically significant indirect effect, the study emphasizes the need for a comprehensive understanding of diverse factors impacting consumer choices. These findings provide valuable insights for businesses, such as PT. Dutagaruda Piranti Prima, to refine strategies and navigate the complexities of consumer behavior in the digital marketplace.

The current research delves into the study of factors that can influence and motivate the use of e-commerce. To the extent that users perceive purchasing through the Internet as easy, useful, reliable, and convenient, their intention to make a purchase in the future will be greater. The aim of this study was to develop a theoretical model concerning the determining factors of online purchase intention. The model was developed through the analysis of theories that underpin models on factors influencing purchase intention, such as the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Both exploratory and descriptive approaches were employed. Furthermore, a measurable model was conceived through surveys employing Likert scale variables, exhibiting high predictive capability for explaining Internet usage adoption. The outcome achieved is a structural theoretical model of online purchase intention, comprising latent dependent variables and indicator items as explanatory variables within the Mexican context. This study fills a gap in the literature regarding e-commerce in Mexico, and, being open to validation, it provides insights for understanding the purchasing patterns of internet users

Di era globalisasi saat ini tidak diragukan lagi bahwa teknologi berkembang sangat pesat. Perkembangan teknologi ini juga tersebar dalam berbagai bidang. Salah satunya pada bidang ekonomi. Saat ini masyarakat dimudahkan dengan berkembangnya marketplace salah satunya Shopee yang memiliki pengguna terbanyak. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh e-wom dan brand image terhadap online shopping behaviour melalui online purchase intention. Riset ini menggunakan metode kuantitatif dengan variabel electronic word of mouth (X1) brand image (X2) online shopping behaviour (Y) dan online purchase intention (Z). Penelitian ini menggunakan software SPSS22 sebagai alat hitung. Populasi dalam penelitian ini adalah pengguna aplikasi Shopee. Sampel dalam penelitian ini dihitung dengan rumus Daniel dan terrel dan ditemukan sampel sebesar 174 responden dan dibulatkan sebesar 15% yaitu 200 responden. Selain itu untuk menguji kelayakan instrumen digunakan uji validitas dan reliabilitas uji asumsi klasik dan uji hipotesis dan menggunakan metode analisis jalur. Temuan penelitian menunjukkan bahwa nbsp e-wom memiliki pengaruh positif dan signifikan terhadap online shopping behaviour e-wom memiliki pengaruh positif dan signifikan terhadap online purchase intention brand image memiliki pengaruh positif signifikan terhadap online shopping behaviour brand image memiliki pengaruh positif signifikan terhadap online purchase intention online purchase intention memiliki pengaruh positif signifikan terahdap online shopping behaviour e-wom memiliki pengaruh tidak langsung positif signifikan terhadap online shopping behaviour melalui online purchase intention brand image memiliki pengaruh tidak langsung positif dan signifikan terhadap online shopping behaviour melalui online purchase intention. Berdasarkan temuan penelitian saran yang dapat disampaikan kepada perusahaan yaitu agar perusahaan dapat selalu memberikan pelayanan yang memuaskan pelanggan dan melakukan kon

Penelitian ini bertujuan untuk mengkaji pengaruh langsung Social Media Usage dan e-WOM terhadap Trust dan Online Purchase Intention. Sampel penelitian ini adalah 111 masyarakat di Kota Padang dengan usia 17 tahun keatas yang pernah menggunakan TikTok dan mengetahui informasi mengenai skincare Avoskindi TikTok. Teknik pengambilan sampel penelitian ini menggunakan sampel non-probabilitas melalui metode purposive sampling. Pengelolaan data penelitian dilakukan dengan memanfaatkan perangkat SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa variabel Social Media Usage tidak berpengaruh terhadap Trust, variabel e-WOM berpebgaruh positif dan signifikan terhadap Trust, variabel Social Media Usage berpengaruh positif dan signifikan terhadap Online Purchase Intention, variabel e-WOM berpengaruh positif dan signifikan terhadap Online Purchase Intention, variabel Trust tidak berpengaruh secara signifikan terhadap Online Purchase Intention.

This research is a survey on consumers of Street Boba products. This research takes the title: "The Effect of Social Media Advertising and Sales Promotion on Online Purchase Intention with Gender as Moderation Variable on Consumer Street Boba Purwokerto". This study aims to determine the effect of social media advertising and sales promotion on online purchase intention with gender as a moderating variable. Respondents in this study were consumers who had purchased street boba products at least once. This study uses 100 respondents. This research method uses quantitative research with Simple Random Sampling technique. Based on the results of research and data analysis using SPSS (Statistical Product and Service Solution) 16.0 shows that: (1) Social media advertising has a positive and significant effect on online purchase intention, (2) Sales promotion has a positive and significant effect on online purchase intention, (3) ) Gender does not moderate the relationship between social media advertising and online purchase intention, (4) Gender does not moderate the relationship between sales promotion and online purchase intention. This research implies that Street boba can add articles or information about products that make consumers feel safe and confident about buying their products, carry out promotional activities in the form of advertisements or movements such as holding challenges or mini-games in an event to attract more potential customers to try their product.

This research is a survey on consumers of Street Boba products. This research takes the title: "The Effect of Social Media Advertising and Sales Promotion on Online Purchase Intention with Gender as Moderation Variable on Consumer Street Boba Purwokerto". This study aims to determine the effect of social media advertising and sales promotion on online purchase intention with gender as a moderating variable. Respondents in this study were consumers who had purchased street boba products at least once. This study uses 100 respondents. This research method uses quantitative research with Simple Random Sampling technique. Based on the results of research and data analysis using SPSS (Statistical Product and Service Solution) 16.0 shows that: (1) Social media advertising has a positive and significant effect on online purchase intention, (2) Sales promotion has a positive and significant effect on online purchase intention, (3) ) Gender does not moderate the relationship between social media advertising and online purchase intention, (4) Gender does not moderate the relationship between sales promotion and online purchase intention. This research implies that Street boba can add articles or information about products that make consumers feel safe and confident about buying their products, carry out promotional activities in the form of advertisements or movements such as holding challenges or mini-games in an event to attract more potential customers to try their product.

Penelitian ini bertujuan untuk menganalisis dan mengkaji pengaruh social media marketing instagram dan online trust terhadap online purchase intention pada belibu store. Populasi pada penelitian ini adalah pada pengguna media sosial instagram yang mengetahui media sosial belibu store. Pengumpulan data dilakukan melalui penyebaran kuisioner kepada 220 orang responden. Kuisioner diukur dengan menggunakan skala likert 1-5. Teknik pengambilan sampel dalam penelitian ini yaitu non-probability dengan metode purposive sampling. Pengelolaan data penelitian dilakukan dengan software Partial Least Square 4.0 (PLS) dalam Structural Equation Model (SEM) dan microsoft excel . Hasil penelitian menunjukkan variabel social media marketing dan online trust berpengaruh positif dan signifikan terhadap online purchase intention pada belibu store. Kata Kunci: Social Media Marketing, Online Trust, Online Purchase Intention

Purpose: The objective of the study is to investigate how the quality of a website impacts the intent to purchase, as assessed by factors such as usability, quality of information, service interaction quality, eWOM, trust, and satisfaction. Theoretical framework: This research has provided empirical evidence of the factors that influence the online shopping behavior of consumers. Design/methodology/approach: The research was conducted using a quantitative approach, with SPSS statistical methods applied. An online survey was administered to 303 customers in Amman, the capital of Jordan. Findings: The results suggest that website quality, customer trust, and satisfaction significantly and positively impact eWOM, thereby increasing the intent to purchase among consumers in Jordan's e-commerce sector. Research, Practical & Social implications: This research offers valuable managerial principles to assist e-commerce businesses in improving their performance. It also provides valuable insights into the evaluation of eWOM and purchases intent in Jordan, serving as a foundation for future research in this area in Jordan and other countries. Originality/value: this study provides a foundation for future research to investigate the complex and multifaceted nature of online customer behaviour in the e-commerce context

The new trend of purchasing has changed tremendously from traditional method to online. The paper highlights the issue of the important factors encouraging online shopping among office workers. Thus the objective of the study is to determine the factors that influence online purchase intention. The factors involved in the study are impulse purchase orientation, brand orientation, prior online purchase experience, and online trust. Applying quantitative method, questionnaires using Google form were distributed through social media social network such as WhatsApp, Facebook, FB Messenger, and Microsoft Teams for data collection. Respondents were selected using snowball sampling technique for data gathering. The data were analysed using descriptive analysis, reliability, Pearson Correlation Coefficient and Multiple Regression Analysis by deploying the Statistical Package for the Social Sciences (SPSS). The major findings of the study revealed that impulse purchase orientation, brand orientation, prior online purchase experience and online trust have a significant relationship with online purchase intention. However, the results of Regression Analysis indicate that online trust has a strong influence on online purchase intention. As a concluding remark, the study suggested that the web retailers should consider providing more reliable and important information inside their web sites in order to increase customers’ trust. The practical and research implications are further discussed in the paper. Future researchers are recommended to conduct the study with wider scope of respondents.

The new trend of purchasing has changed tremendously from traditional method to online. The paper highlights the issue of the important factors encouraging online shopping among office workers. Thus the objective of the study is to determine the factors that influence online purchase intention. The factors involved in the study are impulse purchase orientation, brand orientation, prior online purchase experience, and online trust. Applying quantitative method, questionnaires using Google form were distributed through social media social network such as WhatsApp, Facebook, FB Messenger, and Microsoft Teams for data collection. Respondents were selected using snowball sampling technique for data gathering. The data were analysed using descriptive analysis, reliability, Pearson Correlation Coefficient and Multiple Regression Analysis by deploying the Statistical Package for the Social Sciences (SPSS). The major findings of the study revealed that impulse purchase orientation, brand orientation, prior online purchase experience and online trust have a significant relationship with online purchase intention. However, the results of Regression Analysis indicate that online trust has a strong influence on online purchase intention. As a concluding remark, the study suggested that the web retailers should consider providing more reliable and important information inside their web sites in order to increase customers’ trust. The practical and research implications are further discussed in the paper. Future researchers are recommended to conduct the study with wider scope of respondents.

With the transition to online purchases sometimes someone is out of control in making purchasing decisions especially a student. An important indicator of an individual s ability to make financial decisions is their level of financial literacy especially the incessant social media provided by individuals that influence complex buying behavior. The purpose of this research was to find out whether financial literacy and social media influence online purchasing decisions for undergraduate students of Economics Education. This research is quantitative with a population of 133 students and the sampling technique used purposive sampling. Data were collected using a questionnaire using a Gutman scale which was analyzed using SEM (Structural Equation Modeling) which was run through the SMART PLS program. The results of this study are that financial literacy (X1) and social media (X2) have a significant positive effect on online purchasing decisions (Y) for undergraduate economic education students.

The purpose of this research is to identify and analyze the impact of price, advertising and quality of service on online purchasing decisions regarding Tokopedia during the COVID-19 pandemic. The study population consisted of staff from PT Kotamas Makmur National Agency. The independent variables in this study are price, advertising and quality of service, while the dependent variable in this study is purchase decision. The research method used is a quantitative research method  hypothesis-testing approach. A saturated sample with a total of 30 employees is used as the sampling method. The data source was obtained from questionnaire results and the analytical method was multiple regression analysis using the statistical program SPSS version 22. The results showed that: (i) Price influences purchasing decisions from Tokopedia; (ii) promotions do not influence purchasing decisions on Tokopedia; (iii) the quality of service will influence your purchasing decision from Tokopedia.

The purpose of this research is to identify and analyze the impact of price, advertising and quality of service on online purchasing decisions regarding Tokopedia during the COVID-19 pandemic. The study population consisted of staff from PT Kotamas Makmur National Agency. The independent variables in this study are price, advertising and quality of service, while the dependent variable in this study is purchase decision. The research method used is a quantitative research method  hypothesis-testing approach. A saturated sample with a total of 30 employees is used as the sampling method. The data source was obtained from questionnaire results and the analytical method was multiple regression analysis using the statistical program SPSS version 22. The results showed that: (i) Price influences purchasing decisions from Tokopedia; (ii) promotions do not influence purchasing decisions on Tokopedia; (iii) the quality of service will influence your purchasing decision from Tokopedia.

The purpose of this research is to identify and analyze the impact of price, advertising and quality of service on online purchasing decisions regarding Tokopedia during the COVID-19 pandemic. The study population consisted of staff from PT Kotamas Makmur National Agency. The independent variables in this study are price, advertising and quality of service, while the dependent variable in this study is purchase decision. The research method used is a quantitative research method  hypothesis-testing approach. A saturated sample with a total of 30 employees is used as the sampling method. The data source was obtained from questionnaire results and the analytical method was multiple regression analysis using the statistical program SPSS version 22. The results showed that: (i) Price influences purchasing decisions from Tokopedia; (ii) promotions do not influence purchasing decisions on Tokopedia; (iii) the quality of service will influence your purchasing decision from Tokopedia.

With the transition to online purchases sometimes someone is out of control in making purchasing decisions especially a student. An important indicator of an individual s ability to make financial decisions is their level of financial literacy especially the incessant social media provided by individuals that influence complex buying behavior. The purpose of this research was to find out whether financial literacy and social media influence online purchasing decisions for undergraduate students of Economics Education. This research is quantitative with a population of 133 students and the sampling technique used purposive sampling. Data were collected using a questionnaire using a Gutman scale which was analyzed using SEM (Structural Equation Modeling) which was run through the SMART PLS program. The results of this study are that financial literacy (X1) and social media (X2) have a significant positive effect on online purchasing decisions (Y) for undergraduate economic education students.

Purpose: This study's objective is to analyze the purchase decisions of Generation Z (Gen Z) university students on the Shopee marketplace. The detailed analysis was: The influences of online customer ratings, celebrity endorsers, and free shipping promotion on the purchase decision. Theoretical framework: Gen Z is the generation that uses technology the most, especially for social contact. Therefore, Gen Z is used to online shopping. However, Gen Z is still forming and is not fully identified. Design/methodology/approach: This study's participants were university students who had purchased on the Shopee marketplace. By purposive sampling method, the total sample gathered was 160 respondents. Multiple linear regression analysis was utilized to evaluate the data. Findings: The findings indicated that online customer ratings did not affect purchasing decisions of Gen Z customers in the marketplace. Other variables, celebrity endorsers and free shipping promotions, affected purchase decisions. Research, Practical & Social implications: Gen Z students are price sensitive. Gen Z students will likely be attracted to marketplaces that offer promotional offers and discounts on their products and services. Gen Z students are heavily influenced by social media, the recommendations of their peers, and brand ambassadors. Therefore, a marketplace with a solid social media presence and a positive reputation among Gen Z students will likely attract and retain their business more successfully. Originality/value: Gen Z considers celebrity opinions more matter than ordinary customer reviews.

With the transition to online purchases sometimes someone is out of control in making purchasing decisions especially a student. An important indicator of an individual s ability to make financial decisions is their level of financial literacy especially the incessant social media provided by individuals that influence complex buying behavior. The purpose of this research was to find out whether financial literacy and social media influence online purchasing decisions for undergraduate students of Economics Education. This research is quantitative with a population of 133 students and the sampling technique used purposive sampling. Data were collected using a questionnaire using a Gutman scale which was analyzed using SEM (Structural Equation Modeling) which was run through the SMART PLS program. The results of this study are that financial literacy (X1) and social media (X2) have a significant positive effect on online purchasing decisions (Y) for undergraduate economic education students.

This article aims to explore the relationship between digital finance and online buying, the benefits of online buying and the satisfaction of customers when they buy products online. The study is based on both primary and secondary data. The primary data was collected through structured questionnaire prepared using google forms and circulated among respondents through online whatsapp groups. The random sampling method is employed for the study. 114 respondents answered the questions and based upon their views analysis of the study has been made.  The secondary data were collected from published reports, journals, conference proceedings and books to have clear knowledge of the concepts and previous studies made on online buying and digital finance and to find the gap. Through literature review it was observed that many researchers either focus only on digital finance or on online buying. But very few researchers made the study  both on digital finance and online buying. So here in this study we tried to make a conceptual study of both online buying and digital finance and the perception of people about both of them. The findings of the study shows that digital finance makes it easier for the people to access financial services at anytime and from anywhere as these are available at their finger tip through their mobile phones. Many respondents are of the opinion that internet is the measure source to know about online buying of products and services and cheap data plans help to have access to internet. The study shows online buying is easier for people as it has many benefits to offer but the measure force is digital payments as it helps in making the cumbersome process of making payments for the purchases simple i.e at a click.

This article aims to explore the relationship between digital finance and online buying, the benefits of online buying and the satisfaction of customers when they buy products online. The study is based on both primary and secondary data. The primary data was collected through structured questionnaire prepared using google forms and circulated among respondents through online whatsapp groups. The random sampling method is employed for the study. 114 respondents answered the questions and based upon their views analysis of the study has been made.  The secondary data were collected from published reports, journals, conference proceedings and books to have clear knowledge of the concepts and previous studies made on online buying and digital finance and to find the gap. Through literature review it was observed that many researchers either focus only on digital finance or on online buying. But very few researchers made the study  both on digital finance and online buying. So here in this study we tried to make a conceptual study of both online buying and digital finance and the perception of people about both of them. The findings of the study shows that digital finance makes it easier for the people to access financial services at anytime and from anywhere as these are available at their finger tip through their mobile phones. Many respondents are of the opinion that internet is the measure source to know about online buying of products and services and cheap data plans help to have access to internet. The study shows online buying is easier for people as it has many benefits to offer but the measure force is digital payments as it helps in making the cumbersome process of making payments for the purchases simple i.e at a click.

The purpose of this research is to identify and analyze the impact of price, advertising and quality of service on online purchasing decisions regarding Tokopedia during the COVID-19 pandemic. The study population consisted of staff from PT Kotamas Makmur National Agency. The independent variables in this study are price, advertising and quality of service, while the dependent variable in this study is purchase decision. The research method used is a quantitative research method  hypothesis-testing approach. A saturated sample with a total of 30 employees is used as the sampling method. The data source was obtained from questionnaire results and the analytical method was multiple regression analysis using the statistical program SPSS version 22. The results showed that: (i) Price influences purchasing decisions from Tokopedia; (ii) promotions do not influence purchasing decisions on Tokopedia; (iii) the quality of service will influence your purchasing decision from Tokopedia.

The purpose of this research is to identify and analyze the impact of price, advertising and quality of service on online purchasing decisions regarding Tokopedia during the COVID-19 pandemic. The study population consisted of staff from PT Kotamas Makmur National Agency. The independent variables in this study are price, advertising and quality of service, while the dependent variable in this study is purchase decision. The research method used is a quantitative research method  hypothesis-testing approach. A saturated sample with a total of 30 employees is used as the sampling method. The data source was obtained from questionnaire results and the analytical method was multiple regression analysis using the statistical program SPSS version 22. The results showed that: (i) Price influences purchasing decisions from Tokopedia; (ii) promotions do not influence purchasing decisions on Tokopedia; (iii) the quality of service will influence your purchasing decision from Tokopedia.

The purpose of this research is to identify and analyze the impact of price, advertising and quality of service on online purchasing decisions regarding Tokopedia during the COVID-19 pandemic. The study population consisted of staff from PT Kotamas Makmur National Agency. The independent variables in this study are price, advertising and quality of service, while the dependent variable in this study is purchase decision. The research method used is a quantitative research method  hypothesis-testing approach. A saturated sample with a total of 30 employees is used as the sampling method. The data source was obtained from questionnaire results and the analytical method was multiple regression analysis using the statistical program SPSS version 22. The results showed that: (i) Price influences purchasing decisions from Tokopedia; (ii) promotions do not influence purchasing decisions on Tokopedia; (iii) the quality of service will influence your purchasing decision from Tokopedia.

It is crucial to develop an understanding of the factors of customer purchase intention. It is also imperative to study these factors in the context of online purchasing. The reason its dissemination among consumers. Therefore, the present study developed a theoretical model and test by exploring the attributes of website experience such as information quality, security and service, and website credibility and its effect on online purchase intention in the presence of perceived risk as a moderator. The study opted quantitative method through survey application. PLS methodology was adopted to evaluate the measurement and structural model. The study adds knowledge to the literature through the support of empirical shreds of evidence in the context of Pakistan’s retail sector. The indication of findings points out the meaningful association among constructs that maximize the profitability of the online retail service sector if addressed carefully and may also create greater competition for online retailers. The study also showcases Implications, limitations, and future recommendations that were also canvassed at the end of the paper.

This study aims to gain a deeper understanding and knowledge about the influence in which third-party online reviews have on consumers’ online purchase intention for skincare products during the implemented restrictions during COVID-19. The study is conducted using a quantitative research method by distributing an online questionnaire. A deductive approach was chosen in order to examine the influence of the independent variable on the dependent variable; third-party online reviews and online purchase intention in the context of skincare products. Simple linear regression was conducted to test the statistical significant relationship between the independent variable and the factor variable with the online purchase intention separately. The results of this study indicate that third-party online reviews have a significant influence and an impact on the consumers’ online purchase intention for skincare. Also, it was also discovered that COVID-19 restrictions had a strong effect on the dependent variable, but not necessarily as strong to influence consumers to use third-party online reviews before making an online purchase.

This study aims to gain a deeper understanding and knowledge about the influence in which third-party online reviews have on consumers’ online purchase intention for skincare products during the implemented restrictions during COVID-19. The study is conducted using a quantitative research method by distributing an online questionnaire. A deductive approach was chosen in order to examine the influence of the independent variable on the dependent variable; third-party online reviews and online purchase intention in the context of skincare products. Simple linear regression was conducted to test the statistical significant relationship between the independent variable and the factor variable with the online purchase intention separately. The results of this study indicate that third-party online reviews have a significant influence and an impact on the consumers’ online purchase intention for skincare. Also, it was also discovered that COVID-19 restrictions had a strong effect on the dependent variable, but not necessarily as strong to influence consumers to use third-party online reviews before making an online purchase.

This paper uses Routine Activity Theory to examine online routine activities and individual level guardianship and the impact on online purchase fraud victimization across Europe. The findings suggest differences between the EU member states in online purchase fraud victimization. Moreover, it discovers that several online routine activities rise the victimization rate. However individual level guardianship has no great success in reducing victimization rates.

With the development of technology, most people got the chance to engage in digital marketing activities. Online shopping is a trending facility that improves day by day and social media advertisements play a major role in customers’ online purchase intention. The purpose of this study was to observe how the features of social media advertisements affect the online purchase intention of customers in Sri Lanka when purchasing products including agricultural products. The social media advertisement features that affect online purchase intention (creativity, customer feedback, entertainment and information in advertisements) were considered in this study. A google form questionnaire was used to gather data and 312 responses were collected. Confirmatory Factor Analysis and Structural Equation Modeling were used for the data analysis. After analyzing the gathered data, it was found that informative advertisements and creative advertisements on social media platforms have a direct impact on online purchasing intention. Also, the results indicated that customer feedback affects purchase intention through information. Entertaining online advertisements have an impact on purchase intention through their creativity. This study focused on only four features in social media advertisements. Therefore, future researchers should address the other advertisement features as well. The findings of this research can be used to make advertisements more useful and profitable for advertisers as well as sellers.

This paper uses Routine Activity Theory to examine online routine activities and individual level guardianship and the impact on online purchase fraud victimization across Europe. The findings suggest differences between the EU member states in online purchase fraud victimization. Moreover, it discovers that several online routine activities rise the victimization rate. However individual level guardianship has no great success in reducing victimization rates.

It is crucial to develop an understanding of the factors of customer purchase intention. It is also imperative to study these factors in the context of online purchasing. The reason its dissemination among consumers. Therefore, the present study developed a theoretical model and test by exploring the attributes of website experience such as information quality, security and service, and website credibility and its effect on online purchase intention in the presence of perceived risk as a moderator. The study opted quantitative method through survey application. PLS methodology was adopted to evaluate the measurement and structural model. The study adds knowledge to the literature through the support of empirical shreds of evidence in the context of Pakistan’s retail sector. The indication of findings points out the meaningful association among constructs that maximize the profitability of the online retail service sector if addressed carefully and may also create greater competition for online retailers. The study also showcases Implications, limitations, and future recommendations that were also canvassed at the end of the paper.

Due to the global pandemic of COVID-19, the world has faced the difficulties in conducting business activities. The COVID-19 pandemic has interrupted shopping activities in Malaysia as consumers are steadily switching from offline to online purchases. Due to lockdown and social distancing, the closure of physical stores led consumers to shop via different websites in Malaysia. The research aimed to investigate the specific website attributes influencing consumers online purchase intention in Malaysia. An online survey was used to collect data from 384 respondents. For the purpose of this study, convenience sampling method was adopted. The questionnaire was designed on a five-point likert scale. The findings from the Pearson Correlation analysis showed that consumers intention to purchase via a website had a positive and significant relationship with website convenience (r=0.875, p<0.01), website speed (r= 0.863, p<0.05), website design (r=0.877, p<0.01), and website security (r= 0.871, p<0.05). The result of the regression analysis indicated that the model contributed a total of 79% and website design appears to be the most significant attribute that influence consumers’ intention to purchase online. Hence, the findings suggest that website managers should prioritize the interface of their website, including its structure and contents. This study further recommends future researchers to look into other attributes that could be affected by mediator variables such as cultures, religions, which are not tested in this study.

Due to the global pandemic of COVID-19, the world has faced the difficulties in conducting business activities. The COVID-19 pandemic has interrupted shopping activities in Malaysia as consumers are steadily switching from offline to online purchases. Due to lockdown and social distancing, the closure of physical stores led consumers to shop via different websites in Malaysia. The research aimed to investigate the specific website attributes influencing consumers online purchase intention in Malaysia. An online survey was used to collect data from 384 respondents. For the purpose of this study, convenience sampling method was adopted. The questionnaire was designed on a five-point likert scale. The findings from the Pearson Correlation analysis showed that consumers intention to purchase via a website had a positive and significant relationship with website convenience (r=0.875, p<0.01), website speed (r= 0.863, p<0.05), website design (r=0.877, p<0.01), and website security (r= 0.871, p<0.05). The result of the regression analysis indicated that the model contributed a total of 79% and website design appears to be the most significant attribute that influence consumers’ intention to purchase online. Hence, the findings suggest that website managers should prioritize the interface of their website, including its structure and contents. This study further recommends future researchers to look into other attributes that could be affected by mediator variables such as cultures, religions, which are not tested in this study.

Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Avesta Aspitman (94/05/24) , Beata Valeria Karacsonyi (95/08/01), Dalia Uthman (97/01/07) Title: Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19 Tutor: Leanne Johnstone Keywords: Online purchase intent, Covid-19, Generation Z, Students, Impulsive shopping Research question: How has Covid-19 impacted the online purchase intent of students at Mälardalen region of Sweden? Purpose: To examine how the impact of Covid-19 has affected the online purchase intent of students of Mälardalen region in Sweden. Method: This study has an inductive approach with a qualitative data collection. Semi-structured interviews were held with nine students within the Mälardalen region and were conducted online through the communication tool ZOOM. A thematic analysis was conducted to analyze the collected primary data and with assistance of the literature review, four dimensions of the topic could be identified: financial, performance, time and psychological. Conclusion: Online purchasing during Covid-19 has increased and thus, affected the online purchasing intent of students in the same way. This is mainly due to restrictions and due to the pandemic and the consumer’s perception of the online retailers’ adaptation to it. Increased impulsivity due to Covid-19 cannot be concluded in this study and thus contradicts existing and recent literature that suggests impulsive shopping increases in crises. Instead, Generation Z students are more inclined to save their money and make strategic choices to purchase online.

Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Avesta Aspitman (94/05/24) , Beata Valeria Karacsonyi (95/08/01), Dalia Uthman (97/01/07) Title: Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19 Tutor: Leanne Johnstone Keywords: Online purchase intent, Covid-19, Generation Z, Students, Impulsive shopping Research question: How has Covid-19 impacted the online purchase intent of students at Mälardalen region of Sweden? Purpose: To examine how the impact of Covid-19 has affected the online purchase intent of students of Mälardalen region in Sweden. Method: This study has an inductive approach with a qualitative data collection. Semi-structured interviews were held with nine students within the Mälardalen region and were conducted online through the communication tool ZOOM. A thematic analysis was conducted to analyze the collected primary data and with assistance of the literature review, four dimensions of the topic could be identified: financial, performance, time and psychological. Conclusion: Online purchasing during Covid-19 has increased and thus, affected the online purchasing intent of students in the same way. This is mainly due to restrictions and due to the pandemic and the consumer’s perception of the online retailers’ adaptation to it. Increased impulsivity due to Covid-19 cannot be concluded in this study and thus contradicts existing and recent literature that suggests impulsive shopping increases in crises. Instead, Generation Z students are more inclined to save their money and make strategic choices to purchase online.

The objective of this research is to investigate how cultural differences affect consumers’ online purchase behavior. We reviewed the recent literature on cross-cultural studies on online behavior and building on Hofstede’s theory of cultural dimensions and the theory of planned behavior (TPB), we developed a conceptual model exploring how the dimensions of national culture influence perceptions of website usability, trust, and perceived risk, which in turn impact on intention to use and online purchase behavior. A web-based questionnaire was distributed to a sample of 350 European and Asian consumers actively using Alibaba e-commerce platforms. The conceptual model was validated through a confirmatory factor analysis (CFA), while structural equation modelling (SEM) was used to empirically test the hypothesized relationships among variables. Results showed how culture significantly influenced website usability and perceived risk in European consumers and, in turn, their intention and behavior. Differently, culture significantly influenced trust of Asian consumers, as well as their intention and online behavior. With this study, we contribute to the literature on consumer online purchase behavior from a cross-cultural perspective. As culture emerged among the significant antecedents of mechanisms explaining online purchase behavior, e-tailers should tailor digital marketing strategies according to consumer cultural differences.

Research Questions: How does influencer marketing affect online purchase intent? How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent? Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship. Method: This empirical study consists of a quantitative online survey with 476 respondents. Conclusion: The results of this study revealed that social media influencers have a positive impact on online purchase intent. Furthermore, the collected data could confirm that trustworthiness has a clear impact on online purchase intent, while expertise and attractiveness showed no significant impact.

Consumer behaviour can change according to time and conditions. The hedonic and utilitarian values that evoke our sense of purchase can be effective in producing these differences. Specifically, consumers display purchasing activities with different values and behaviours when they feel insecure, such the feeling of a potential threat to their lives, such as during the current COVID-19 pandemic. The present cross-sectional study aims to investigate the effects of such a potential threat on online purchase intentions toward food products and whether hedonic and/or utilitarian shopping values play a mediating role in these relations during the current COVID-19 pandemic conditions in Turkey. More specifically, data was collected from 556 food consumers during April 2020 using an online survey. This study used a structural equation model to analyse and test the research hypotheses. The results show that a perceived potential threat to life (death threat) is positively related to both utilitarian versus hedonic shopping value and online purchase intentions toward food products. Also, utilitarian versus hedonic shopping values are positively related to a death threat with regard to food products. Utilitarian shopping and hedonic shopping values can play a mediating role between death threat and online purchase intentions. This demonstrates that a strong perceived threat to life, such as in the case of the COVID-19 pandemic or other high risk factors, will result in the intention to buy foods providing hedonic or utilitarian value, which promotes online shopping.

Consumer behaviour can change according to time and conditions. The hedonic and utilitarian values that evoke our sense of purchase can be effective in producing these differences. Specifically, consumers display purchasing activities with different values and behaviours when they feel insecure, such the feeling of a potential threat to their lives, such as during the current COVID-19 pandemic. The present cross-sectional study aims to investigate the effects of such a potential threat on online purchase intentions toward food products and whether hedonic and/or utilitarian shopping values play a mediating role in these relations during the current COVID-19 pandemic conditions in Turkey. More specifically, data was collected from 556 food consumers during April 2020 using an online survey. This study used a structural equation model to analyse and test the research hypotheses. The results show that a perceived potential threat to life (death threat) is positively related to both utilitarian versus hedonic shopping value and online purchase intentions toward food products. Also, utilitarian versus hedonic shopping values are positively related to a death threat with regard to food products. Utilitarian shopping and hedonic shopping values can play a mediating role between death threat and online purchase intentions. This demonstrates that a strong perceived threat to life, such as in the case of the COVID-19 pandemic or other high risk factors, will result in the intention to buy foods providing hedonic or utilitarian value, which promotes online shopping.

Research Questions: How does influencer marketing affect online purchase intent? How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent? Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship. Method: This empirical study consists of a quantitative online survey with 476 respondents. Conclusion: The results of this study revealed that social media influencers have a positive impact on online purchase intent. Furthermore, the collected data could confirm that trustworthiness has a clear impact on online purchase intent, while expertise and attractiveness showed no significant impact.

This research is an empirical study on MPWR providers. This research takes the title: “The Influence of Brand Awareness and Online Consumer Reviews Dimension on Online Purchase Intention: A Study on MPWR Digital Service Providers in Indonesia”. The purpose of this research is to find out and find empirical evidence of the influence of Brand Awareness, Review Quality, Review Quantity, and Source Credibility on Online Purchase Intention. The population in this study is Internet users in Indonesia. The sample in this study is 160 people. Determination of the sample using the purposive sampling method. The analytical tool used is multiple regression. Based on the results of research and data analysis shows that: (1) Brand Awareness has a positive effect on Online Purchase Intention. (2) Review Quality has a positive effect on Online Purchase Intention. (3) Review Quantity has a positive effect on Online Purchase Intention. (4) Source Credibility has a positive effect on Online Purchase Intention. The implication of the conclusion above is that management is expected to be able to build brand awareness by increasing the intensity of promotions and utilizing online reviews as low-cost marketing. Review Quantity is the independent variable that has the most significant influence on online purchase intentions on MPWR providers. In this study, consumers assume that a high number of reviews and ratings indicate that the product or service has high sales, reputation, and popularity. Company management can use the findings from this study for decision-making to increase or at least maintain consumer online purchase intention through the number of reviews.

This research is an empirical study on MPWR providers. This research takes the title: “The Influence of Brand Awareness and Online Consumer Reviews Dimension on Online Purchase Intention: A Study on MPWR Digital Service Providers in Indonesia”. The purpose of this research is to find out and find empirical evidence of the influence of Brand Awareness, Review Quality, Review Quantity, and Source Credibility on Online Purchase Intention. The population in this study is Internet users in Indonesia. The sample in this study is 160 people. Determination of the sample using the purposive sampling method. The analytical tool used is multiple regression. Based on the results of research and data analysis shows that: (1) Brand Awareness has a positive effect on Online Purchase Intention. (2) Review Quality has a positive effect on Online Purchase Intention. (3) Review Quantity has a positive effect on Online Purchase Intention. (4) Source Credibility has a positive effect on Online Purchase Intention. The implication of the conclusion above is that management is expected to be able to build brand awareness by increasing the intensity of promotions and utilizing online reviews as low-cost marketing. Review Quantity is the independent variable that has the most significant influence on online purchase intentions on MPWR providers. In this study, consumers assume that a high number of reviews and ratings indicate that the product or service has high sales, reputation, and popularity. Company management can use the findings from this study for decision-making to increase or at least maintain consumer online purchase intention through the number of reviews.

This research is an empirical study on MPWR providers. This research takes the title: “The Influence of Brand Awareness and Online Consumer Reviews Dimension on Online Purchase Intention: A Study on MPWR Digital Service Providers in Indonesia”. The purpose of this research is to find out and find empirical evidence of the influence of Brand Awareness, Review Quality, Review Quantity, and Source Credibility on Online Purchase Intention. The population in this study is Internet users in Indonesia. The sample in this study is 160 people. Determination of the sample using the purposive sampling method. The analytical tool used is multiple regression. Based on the results of research and data analysis shows that: (1) Brand Awareness has a positive effect on Online Purchase Intention. (2) Review Quality has a positive effect on Online Purchase Intention. (3) Review Quantity has a positive effect on Online Purchase Intention. (4) Source Credibility has a positive effect on Online Purchase Intention. The implication of the conclusion above is that management is expected to be able to build brand awareness by increasing the intensity of promotions and utilizing online reviews as low-cost marketing. Review Quantity is the independent variable that has the most significant influence on online purchase intentions on MPWR providers. In this study, consumers assume that a high number of reviews and ratings indicate that the product or service has high sales, reputation, and popularity. Company management can use the findings from this study for decision-making to increase or at least maintain consumer online purchase intention through the number of reviews.

This research is an empirical study on MPWR providers. This research takes the title: “The Influence of Brand Awareness and Online Consumer Reviews Dimension on Online Purchase Intention: A Study on MPWR Digital Service Providers in Indonesia”. The purpose of this research is to find out and find empirical evidence of the influence of Brand Awareness, Review Quality, Review Quantity, and Source Credibility on Online Purchase Intention. The population in this study is Internet users in Indonesia. The sample in this study is 160 people. Determination of the sample using the purposive sampling method. The analytical tool used is multiple regression. Based on the results of research and data analysis shows that: (1) Brand Awareness has a positive effect on Online Purchase Intention. (2) Review Quality has a positive effect on Online Purchase Intention. (3) Review Quantity has a positive effect on Online Purchase Intention. (4) Source Credibility has a positive effect on Online Purchase Intention. The implication of the conclusion above is that management is expected to be able to build brand awareness by increasing the intensity of promotions and utilizing online reviews as low-cost marketing. Review Quantity is the independent variable that has the most significant influence on online purchase intentions on MPWR providers. In this study, consumers assume that a high number of reviews and ratings indicate that the product or service has high sales, reputation, and popularity. Company management can use the findings from this study for decision-making to increase or at least maintain consumer online purchase intention through the number of reviews.

Due to the increasing of use of social media on internet and the way of consumer’s shopping method more prefer to purchase through online especially during COVID-19 pandemic, This study aims to explore the influence of social media advertising and brand awareness on online purchase intention. This study applied quantitative and non-probability sampling method with online survey technique. In this study, the questionnaire was administered to 151 social media users in Padang City. The Indicators are used to find out how much they are involved in advertising on social media and their awareness about brands that might match with their interest in making online purchases especially during COVID-19 pandemic. This study found that social media advertising associated to COVID-19 pandemic has positive influence toward the online purchase intention. The result also showed when brand awareness is equipped as a mediating variable, it significantly influences online purchase intention.

Due to the increasing of use of social media on internet and the way of consumer’s shopping method more prefer to purchase through online especially during COVID-19 pandemic, This study aims to explore the influence of social media advertising and brand awareness on online purchase intention. This study applied quantitative and non-probability sampling method with online survey technique. In this study, the questionnaire was administered to 151 social media users in Padang City. The Indicators are used to find out how much they are involved in advertising on social media and their awareness about brands that might match with their interest in making online purchases especially during COVID-19 pandemic. This study found that social media advertising associated to COVID-19 pandemic has positive influence toward the online purchase intention. The result also showed when brand awareness is equipped as a mediating variable, it significantly influences online purchase intention.