Online Shopping: What Factors Determine Consumers to Buy?

This study analyzed factors influencing consumers in the process of making a decision in online shopping. The findings could inspire suggestions for online marketers in developing either media or infrastructures accordingly. The variables in the study involved product information, price, service, transaction safety, environment, age, gender, educational background, and income rate as independent variables, while the process of purchasing decision served as a dependent variable. Primary data were gathered in 10 locations within Jabodetabek areas involving 270 respondents which were analyzed using multiple regression analysis. The study revealed that price, information product, and service as significant variables influencing consumers in online shopping. Service became the most important factor for marketers to be considered as it emerged as the most dominant variable influencing the process of making a decision in online shopping.