Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia

Research Article

Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)

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  • @INPROCEEDINGS{10.4108/eai.10-8-2022.2320794,
        author={Erny  Rachmawati and Naelati  Tubastuvi and Hadi  Pramono and Iwan  Fakhruddin},
        title={Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)},
        proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2022},
        month={8},
        keywords={brand image fashion purchase decision brand awareness promotion},
        doi={10.4108/eai.10-8-2022.2320794}
    }
    
  • Erny Rachmawati
    Naelati Tubastuvi
    Hadi Pramono
    Iwan Fakhruddin
    Year: 2022
    Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)
    ICBAE
    EAI
    DOI: 10.4108/eai.10-8-2022.2320794
Erny Rachmawati1,*, Naelati Tubastuvi1, Hadi Pramono1, Iwan Fakhruddin1
  • 1: Universitas Muhammadiyah Purwokerto
*Contact email: ernyrachmawati67@gmail.com

Abstract

The existence of a pandemic that has hit the world has changed many rules of human life, including those related to business. Businesses that bring together sellers and buyers directly (offline) are turning into online sales and purchases. This condition is known as the digital era. In this digital era, social media increasingly has an important role as a business tool. The change from offline to online has an impact on consumers in making purchases of a product. Online shopping is increasing. Problems that arise as a basis for consideration for making online purchases include promotional factors, brand image, and brand awareness so that the plan of the purpose of this study is to analyze the influence of promotion, brand image, and brand awareness on online purchasing decisions. Respondents in this study were consumers who had shopped for fashion products using an online platform with a minimum age of 17 years. The plan is to collect data using questionnaires that are distributed online to consumers who live around the Muhammadiyah University of Purwokerto. The data will be analyzed using multiple linear regression using SPSS. The expected results are both simultaneously and partially, promotion, brand image, and brand awareness have a positive effect on online purchasing decisions.