ANALISIS PERILAKU KONSUMEN DALAM MELAKUKAN ONLINE SHOPPING DI KOTA MAKASSAR

This study investigates factors influencing online purchase decision making in city of Makassar. The factors suspected to have an effect on buying decision (dependent variable) include cultural, social, personal and psychological factors (independent variable). For that, the questionnaire was filled by no less than 100 randomly selected samples. Respondents replied with a likert scaled list of statements associated with the variables studied. The results of quantitative analysis indicate that cultural, social, personality and psychological factors have a positive and significant influence on online purchasing decisions either simultaneously or partially. The most dominant variables affecting online purchasing decisions are social factors