PENGARUH ATRIBUT TOKO ONLINE TERHADAP PERILAKU PEMBELIAN  ONLINE KONSUMEN LAZADA INDONESIA

Rr. Rieka F Hutami; Zenia Rahmah

doi:10.24002/kinerja.v20i2.841

Authors

Rr. Rieka F Hutami Fakultas Ekonomi dan Bisnis / Universitas Telkom
Zenia Rahmah Fakultas Ekonomi dan Bisnis / Universitas Telkom

DOI:

https://doi.org/10.24002/kinerja.v20i2.841

Abstract

Abstract
The number of Internet users in Indonesia is growing, making business conventional turning into a business online. For understand online consumer behavior patterns, companies need to know the factors that influence buying behavior online. The number of respondents in this study were 387 respondents who shopped online in the website Lazada Indonesia.co.id. Data were analyzed using SEM-PLS (Partial Least Square) and using software SmartPLS3. The results showed that the Site Commitment is the most significant variables that
influence the purchasing behavior of online consumers Lazada Indonesia.

Keywords: Online Stores Attributes, Online Purchase Behavior