Pengaruh Consumer Lifestyles And Product Knowledge Dengan Mediasi Perceived Ease Of Use Terhadap Online Shopping Decisions

This study aims to analyze the effect of consumer lifestyles and product knowledge with mediation of perceived ease of use on online shopping decisions on online shopping consumers in Sukoharjo using quantitative research methods and SMART PLS 4 analysis tools. The population in this study is online shopping consumers in Sukoharjo district using non-probability sampling techniques through purposive sampling approach with a total sample of 153 according to the criteria. The results of this study indicate that Consumer Lifestyles and Perceived Ease Of Use have a positive and significant effect on Online Shopping Decisions, while Product Knowledge has no significant effect on Online Shopping Decisions, Consumer Lifestyles and Product Knowledge have a positive and significant effect on Online Shopping Decisions mediated by Perceived Ease Of Use