Study On Online Shopping Interest Based On Consumer Trust And Shopping Experience

Abstract

The Internet is an electronic medium that can be used for various activities such as communication media, research, and commercial transactions. The existence of e-commerce makes it easier for consumers to shop. The online market provides a new form for consumers to shop even though their behavior still refers to marketing theory and consumer behavior theory. Consumer behavior is the thing that underlies consumers in determining purchasing decisions. Consumer behavior is an activity that is closely related to the product buying process. Consumer behavior in making purchases online on a product with a certain brand cannot be separated from the existence of determinant variables such as trust and online shopping experience. The purpose of this study was to determine the impact of consumer trust and the shopping experience on online shopping interests. This causal study explains the relationship between independent and dependent variables. The sample in this study were online shoppers totalling 100 respondents who were selected from the city of Surabaya. The sampling method was performed according to the sampling procedure of interest. The data collection method for this study used questionnaires and was processed by multiple regression analysis with t-test and F-test. The results show that consumer confidence has had a significant impact on online shopping interests. Likewise, what happened to the consumer experience variable. Simultaneously, the two independent variables have a significant effect on consumer spending interest and the consumer experience variable becomes the dominant variable.