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All Journal Ekono Insentif Jurnal Pengabdian Dharma Laksana Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ad'ministrare
Wentri Merdiani
Universitas Wanita Internasional
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : Jurnal Ad'ministrare

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Digital Marketing: The Role of The Web Site on Consumer’s Purchase Decision (Survey on Consumers of the “Tokopedia” Online Shop in Indonesia) Wentri Merdiani; Mulyadi Suhardi
Jurnal Ad'ministrare Volume 9, Issue 2, July-December 2022
Publisher : Pendidikan Administrasi Perkantoran, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/ja.v9i2.43007

Abstract

The purpose of this study is to determine the effect of web design from Tokpedia on the consumer purchasing decision. In this study, a quantitative approach, descriptive and verified design are used. A total of 300 Tokopedia consumers in Indonesia are selected as respondents using a simple random sampling method. The data collection instrument is a questionnaire. Data analysis used is Structural Equation Modeling based on Partial Least Square (PLS SEM). The research results show that the web design of the online store Tokopedia significantly affects the consumer purchasing decision. The biggest effect of the exogenous indicators on the latent variable of purchasing decision is the navigation menu. The greatest effect of the latent variable of web design is on the brand selection dimension. Accordingly, it can be concluded that the web design of Tokopedia has contributed the success of their product sales.  
Co-Authors Andhika Mochamad Siddiq Andre Suryaningprang Banyu Saputra Dadang Munandar Dewi Indriani Jusuf Diah Pudjiastuti Indah, Dewi Yuliati Mulyadi Suhardi Umi Narimawati