<![CDATA[This study aims to analyze the importance of online store features in influencing customer’spurchasing decisions on online stores. This study uses the theory of acceptance model inanalyzing the factors of technology acceptance in online stores and effect of lifestyle, product,trust on online purchase decision. Respondents in this study are 180 peoples who have boughtfashion products in the online stores. The selection of samples using convenience samplingtechnique is a sampling procedure that selects samples from people or units that are most easilyfound or accessed. The data analysis technique used is Structural Equation Model based onPartial Least Square (SEM-PLS). The results show that perceived usefulness of the technologyacceptance model in the online store affect purchasing decisions at the online store. Lifestyle,products, usefullnes of technology in online stores, and trust play an important role in influenceon Purchase Decisions on the online store. The results have no moderating effect on onlinepurchase decision.]]>
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