PRICE PERCEPTION, RISK, QUALITY OF INFORMATION AND ITS EFFECT ON ONLINE PURCHASE DECISIONS (Case Study on Millennials in DKI Jakarta)
Asep Saefurahman, Subekti Singgih Hadi
Sekolah Tinggi Ilmu Ekonomi Indonesia
Abstract
This study aims to examine whether the perception of price, risk and quality of information influence the decision to make purchases online, this study was conducted by distributing questionnaires to millennials in DKI Jakarta where the sample was determined based on non-probability sampling techniques in the form of convenience sampling, which is a technique in which there is a closeness of comfort between the researcher and the target respondent so that the data used in this study are primary data. The data analysis technique used is multiple linear regression analysis with SPSS 24 statistical software. The results of this study say that perceived price, risk and quality of information influence the decision to make online purchases, this can be seen from the adjusted R Square of 0, 58 which means the decision to make an online purchase 58% is influenced by the perception of price, risk and quality of information and the rest is influenced by other factors outside this research.
Keywords: Price, Risk, Quality, Information, Purchases
Topic: Marketing