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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Ekonomi
Etvin R. Tamher
Universitas Pattimura
Economics, Econometrics & Finance

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INTENTION TO BUY AMBON CITY COMMUNITIES: CHOICE OF E-COMMERCE PLATFORMS AND DETERMINING FACTORS Merry M. Pelupessy; Aisah Asnawi; Etvin R. Tamher; Evracia Turukay
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

The purpose of this study was to examine the effect of visual merchandising and product variety on buying interest in the Tokopedia.com e-commerce fashion sector. This study uses a quantitative descriptive methodology. The population used is consumers from Tokopedia.com. In this study, 115 respondents were sampled using a questionnaire as a tool for collecting data. Purposive sampling technique and non-probability sampling technique were used for sampling. Multiple linear regression is a data analysis technique and SPSS version 25 analysis tool used in this study. Based on the results of multiple regression analysis, the visual merchandising variable (X1) has a significant and positive effect on the purchase intention variable (Y). This is evidenced by the results of multiple linear regression testing which was obtained at 0.974. Furthermore, the product variation variable (X2) has a positive and significant influence on Purchase Intention (Y). This is proven by the results of multiple linear regression testing of 0.395. While the promotion variable (X3) has a positive and significant influence on the Purchase Interest variable (Y) as evidenced by the sig value (0.006) and is less than 0.05. Visual merchandising variables have a greater influence on purchase intention, product variety variables have an influence on purchase intention, and promotion variables have an influence on purchase intention.
COMPETITIVE ADVANTAGES OF E-COMMERCE: TRUST IN E-COMMERCE, SERVICE QUALITY, ONLINE PROMOTION, AND APPLICATION CONVENIENCE ON SHOPPING DECISIONS Etvin R. Tamher; Aisah Asnawi; Merry Margareth Pelupessy
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.12823

Abstract

This research aims to analyze the impact of brand trust, service quality, online promotion, and application ease of use on purchasing decisions in the e-commerce sector. The study uses a descriptive research type with a quantitative approach, involving 115 respondents from Ambon City who have shopped on different e-commerce platforms more than twice. The sampling technique applied is purposive sampling, and the data were analyzed using Partial Least Square (PLS). The results show that all variables—brand trust, service quality, online promotion, and application ease of use—positively and significantly influence purchasing decisions. Among these, service quality has the strongest effect, indicating that factors such as responsiveness, delivery assurance, and seller empathy are crucial in consumer decisions to purchase online. Brand trust, online promotion, and ease of use also play significant roles, supporting consumer confidence and enhancing the shopping experience. The findings suggest that e-commerce platforms should prioritize improving service quality while maintaining strong brand trust, effective promotions, and user-friendly applications to increase consumer purchasing decisions. This study contributes to a deeper understanding of consumer behavior in the e-commerce industry and offers practical implications for improving e-commerce platforms to meet consumer needs.
Co-Authors Aisah Asnawi Evracia Turukay Merry M. Pelupessy Merry Margareth Pelupessy