THE EFFECT OF EASE OF USE, RISKS TOWARDS CONSUMER DECISIONS WHEN SHOPPING ONLINE

THE EFFECT OF EASE OF USE, RISKS TOWARDS CONSUMER DECISIONS WHEN SHOPPING ONLINE

Ease of use, Risk and decision to online shop.

The presence of various alternative shopping places makes consumers choose one of the available shopping places. Therefore this study aims to analyze the relationship between ease and risk of consumer decisions to buy fashion products, especially in onlineretail. the population in this study is large and the number is not known with certainty, so in the non probalitiy research that is using sampling quota sampling techniques with survey methods with a total sample of 100 respondents from the city of Jakarta with criteria respondents aged over 18 years in the area of DKI Jakarta and have bought products online. The results of the study stated that ease of use has a significant influence on consumer decisions. While the risk turns out to influence consumer decisions in shopping online. The results of this study can be another reference for further research.

Dede Suleman1, Dedi Suharyadi2, Sofyan Marwansyah3, Susan Rachmawati4,Sri Rusiyati5, Sabil Sabil6

https://dinastipub.org/DIJEFA/article/view/548/339

Bina Sarana Informatika University

13 September 2020

dedehaseghawa@gmail.com

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