ANALISIS PENGARUH KEMUDAHAN, KUALITAS INFORMASI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE PADA APLIKASI LYKE

ABSTRACT

The utilization of social media in electronics trade is one of the most
effective means of creating consumer purchasing decisions, but besides that a
website should pay attention to the ease variable, quality of information on the
website and the trust factor in order to create consumer purchase decisions. The
purpose in this research is to analyze the influence ease variable, quality
information and trust on consumer purchasing decisions on applications LYKE
for fashion product category. In this study involving 100 LYKE consumers
selected by purposive sampling technique. Data collection techniques in this study
using an online questionnaire while the analysis technique using multiple
regression analysis. The results in this study indicate that partially and together
the ease variable, quality information and trust influence the purchasing decision
on LYKE in Palembang for fashion product category.

Keyword: ease, quality information, trust and purchasing decision