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(1*), Mulyadi Suhardi(2),

(1) Department of Magister Business Administration, International Women University, Bandung, Indonesia
(2) Department of Magister Business Administration, International Women University, Bandung, Indonesia
(*) Corresponding Author




DOI: https://doi.org/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. 

 


Keywords


product; payment method; navigation menu; online customer service; purchase decision

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References


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