Jurnal Ad'ministrare
Volume 9, Issue 2, July-December 2022

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 (Department of Magister Business Administration, International Women University, Bandung, Indonesia)
Mulyadi Suhardi (Department of Magister Business Administration, International Women University, Bandung, Indonesia)

Article Info

Publish Date
13 Jan 2023

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.  

Copyrights © 2022




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Ad'ministrare
Website

Abbrev

administrare

Publisher

Universitas Negeri Makassar

Subject

Humanities Decision Sciences, Operations Research & Management Education Social Sciences

Description

Jurnal Administratre focuses on the research of a study on Guidance Administration science, Management Science, Public Policy, Educational Administration and Public ...