Research Article
The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest
@INPROCEEDINGS{10.4108/eai.26-9-2020.2302687, author={Khilyatin Ikhsani and Agung Hudaya}, title={The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest}, proceedings={Proceedings of The International Conference on Environmental and Technology of Law, Business and Education on Post Covid 19, ICETLAWBE 2020, 26 September 2020, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICETLAWBE}, year={2020}, month={12}, keywords={online purchase interest online consumer behavior brand trust hypermart}, doi={10.4108/eai.26-9-2020.2302687} }- Khilyatin Ikhsani
Agung Hudaya
Year: 2020
The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest
ICETLAWBE
EAI
DOI: 10.4108/eai.26-9-2020.2302687
Abstract
This research aims to examine the effect of online consumer behavior on online purchase interest and brand trust on online purchase interest. The objects are physical stores which also have online shops. This study used linear regression analysis with Smart PLS 3.0. The data collection method is using nonprobability sampling. The population studied was individuals who had shopped at physical stores as well as shopping online. The samples were 100 respondents. The results of the study show that online consumer behavior has a positive and significant effect on purchase intention and brand trust has a positive and significant.
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