Antecedents of Online Purchase Decisions : An Evidence from Indonesia

This study aimed to explain the influence of social media and price perceptions on online purchase decisions mediated by purchase interest. The sample used was 260 respondents who were taken by accidental sampling technique. The collected data was then analyzed using structural equation modelling (SEM). The results show that social media and price perception have a direct effect on purchase decisions. In addition, social media and price perceptions affect purchase decisions through the mediation of purchase interest. The regression coefficient shows that social media has more influence on purchase interest than its effect on purchase decisions. Meanwhile, price perception has more impact on purchase decisions than its effect on purchase interest. Keywords: Purchase decisions, purchase interest, social media and price perception DOI: 10.7176/JESD/12-22-03 Publication date: November 30th 2021