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All Journal Owner : Riset dan Jurnal Akuntansi Jurnal Riset Manajemen dan Bisnis Balance : Jurnal Akuntansi dan Manajemen Jurnal Ilmu Sosial dan Humaniora Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Journal of Artificial Intelligence and Digital Business International Journal of Enterprise Modelling International Journal of Economics, Business and Innovation Research JHSS (Journal of Humanities and Social Studies)
Chandra, Maria Helena
Institut Filsafat Dan Teknologi Kreatif Ledalero
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Transportation

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Initial Purchase Decision: A Gender Differences Perspective Eugenius Besli; Maria Helena Chandra; Defitroh Chen Sami'un
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol. 9 No. 3 (2025): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i3.108

Abstract

This study aims to investigates gender differences in online purchase decision-making by analysing the influence of key factors among men and women. An independent t-test is employed to examine behavioural distinctions, while multiple regression is used to assess the strength of these influencing variables. The findings reveal only slight differences between men and women in their online shopping behaviour. However, the order of influence is consistent across both genders, with store ratings having the strongest impact, followed by live streaming shopping and consumer reviews. Despite the similar order, women are found to be more actively involved in online shopping and show a higher sensitivity to these factors compared to men. These findings highlight gender's influence on consumer behaviour and help businesses refine digital design, marketing, and service strategies to suit each group's preferences.
Co-Authors Adam Yordan Leki Tamukun Afrisia, Hermina Animing, Efrem Hayon Santri Bernadetha Trisya Devi Soar Conchita Junita Chandra Defitroh Chen Sami'un Egonius Aldin Raja Eugenius Besli Faustus Efendi Miki Friden Rizal Gerlandus Eric De Resi Hendrikus Hali Uran Indriani, Maria Novi Jeharu, Frederikus Randi Kartija, Maria Amelia Leoni Octaviyona Luciano Sergio Taru Dae Maria Angela Merici Masan, Fransiskus Naput, Benediktus Yanuardi Nasarius Innosensius Peja Lodo Ngganggu, Lazarus Prasatio Oktavianus Basilius Alf Epa Pia, Katarina Sami'un, Defitroh Chen Soni, Makario Yulianus Sugo, Maria Marsha Putri Andiny Yohanes Frankoly Yoseph Kiwan Blikololong Yunita, Maria Ardiana