Determinants of Millenial Consumer Purchasing Decisions in Bukalapak

DOI

10.2991/aebmr.k.200522.023How to use a DOI?

Keywords

millenial consumers, web design, reputation, ease of transaction, purchase decision

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Mumuh Mulyana
AU  - Mashadi Mashadi
AU  - Astri Winda Syahputri
PY  - 2020
DA  - 2020/05/25
TI  - Determinants of Millenial Consumer Purchasing Decisions in Bukalapak
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 113
EP  - 115
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.023
DO  - 10.2991/aebmr.k.200522.023
ID  - Mulyana2020
ER  -