Open Access. Powered by Scholars. Published by Universities.®
Entrepreneurial and Small Business Operations
Articles 1 - 1 of 1
Full-Text Articles in Business
Factors Influencing Purchase Intention In Affecting Purchase Decision: A Study Of E-Commerce Customer In Greater Jakarta, Farida Komalasari, Antonny Christianto, Eko Ganiarto
Factors Influencing Purchase Intention In Affecting Purchase Decision: A Study Of E-Commerce Customer In Greater Jakarta, Farida Komalasari, Antonny Christianto, Eko Ganiarto
BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi
This study aims to identify factors influencing purchase intention in affecting purchase decision of e-commerce customers in Greater Jakarta. This research employs survey by distributing questionnaires to 300 respondents in Greater Jakarta aged between 19 – 39 years old, who were selected by purposive snowball sampling technique. The data collected were analyzed by Structural Equation Model (SEM). This research reveals that perceived risk has a negative impact on purchase intention, while perceived benefit, trust, and brand image have a positive impact on purchase intention. Meanwhile, purchase intention has a positive impact on purchase decision for e-commerce customers. It is important …