Determinants of Millenial Consumer Purchasing Decisions in Bukalapak
Mumuh Mulyana, Mashadi Mashadi, Astri Winda Syahputri
Available Online 25 May 2020.
- https://doi.org/10.2991/aebmr.k.200522.023How to use a DOI?
- millenial consumers, web design, reputation, ease of transaction, purchase decision
- Internet usage is growing rapidly. The internet has become an important part in business transactions. Millennial consumers, who have since been born “familiar” with the internet, have made ecommerce their favorite activity. Bukalapak as one of the ecommerce has many consumers from this millennial generation. The purpose of these research are: (1) To analysis the influence of web design to purchase decision. (2) To analysis reputation effect to purchase decision. (3) To analysis influence the ease of transaction to purchase decision. The respondents of research are 200 respondents who have transaction using e-commerce of Bukalapak. The research data processed using SEM AMOS. The results of these research are: (1) Web design has positive and significant effect to purchase decision (2) Reputation takes positive and significant effect to purchase decision (3) The ease of transaction influences unsignificant negatively to the consumer decision.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Mumuh Mulyana AU - Mashadi Mashadi AU - Astri Winda Syahputri PY - 2020 DA - 2020/05/25 TI - Determinants of Millenial Consumer Purchasing Decisions in Bukalapak BT - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019) PB - Atlantis Press SP - 113 EP - 115 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200522.023 DO - https://doi.org/10.2991/aebmr.k.200522.023 ID - Mulyana2020 ER -