Factors influencing buying decisions on fruit and vegetables through E-commerce in Indonesia

Febri Arifatul Fadhila, Mubarokah and Nuriah Yuliati
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Febri Arifatul Fadhila: East Java "VETERAN" National Development University
Mubarokah: East Java "VETERAN" National Development University
Nuriah Yuliati: East Java "VETERAN" National Development University

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 2, 30-39

Abstract: This study aims to analyze the factors that influence purchasing decisions in e-commerce, namely price, distribution, product, and promotion. The object of research is KitaBeli e-commerce users in Malang City with a sample of 189 people with purposive sampling technique aged 18-35 years. The data analysis technique used multiple linear regression with classical assumptions and partial and simultaneous tests using the E-Views 9 application. The results showed that price, distribution, product, and price had a partial and simultaneous significant effect on buying decisions Key Words:Price, Distribution, Product, Promotion, Buying Decision, E-Commerce

Date: 2023
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