Determinants of Millenial Consumer Purchasing Decisions in Bukalapak

Mulyana, Mumuh and Mashadi, Mashadi and Syahputri, Astri Winda (2020) Determinants of Millenial Consumer Purchasing Decisions in Bukalapak. In: the 2nd International Seminar on Business, Economics, Social Science and Technology, Jakarta.

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Abstract

Internet usage is growing rapidly. The internet has become an important part in business transactions. Millennial consumers, who have since been born “familiar” with the internet, have made ecommerce their favorite activity. Bukalapak as one of the ecommerce has many consumers from this millennial generation. The purpose of these research are: (1) To analysis the influence of web design to purchase decision. (2) To analysis reputation effect to purchase decision. (3) To analysis influence the ease of transaction to purchase decision. The respondents of research are 200 respondents who have transaction using e-commerce of Bukalapak. The research data processed using SEM AMOS. The results of these research are: (1) Web design has positive and significant effect to purchase decision (2) Reputation takes positive and significant effect to purchase decision (3) The ease of transaction influences unsignificant negatively to the consumer decision.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Admin Repository
Date Deposited:	29 May 2020 00:56
Last Modified:	29 May 2020 00:56
URI:	http://repository.ibik.ac.id/id/eprint/926

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