PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INSTAGRAM

The purpose of this study was to determine the effect of trust, ease, and quality of information on purchasing decisions on Instagram. The method used in this study using multiple linear regression analysis method. The sample used in this research is 110 respondents, the independent variables includes trust, ease, and quality of information, while the dependent variable is purchasing decision. Collecting data by distributing questionnaires online using google form media. The results showed that trust has a positive effect with not significant on purchasing decisions on Instagram. Ease has a positive and significant effect on purchasing decisions on Instagram. And quality of information has a positive and significant effect on purchasing decisions on Instagram. The conclusion of this research is the higher of ease felt by consumers, the higher level of purchasing decisions made by consumers. The higher of information quality provided by the online store to consumers, the higher level of consumer purchasing decisions. Consumers can directly make purchasing decisions without having a sense of trust