ANALISIS PENGARUH FITUR VIRTUAL TRY-ON, ONLINE CUSTOMER REVIEW, DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE

Abstract

The world of technology is currently developing very rapidly, and has an impact on all fields including business and the economy, one of which is e- commerce. The rapid development of technology in the business world also does not escape the problems that occur, such as consumers' lack of satisfaction in choosing a product and not having the opportunity to try the product directly, consumers not believing if they have not seen reviews from other customers on e-commerce, and lack of interesting promotions offered by the company. These problems attracted researchers to conduct research with the aim of analyzing the influence of virtual try-ons, online customer reviews and promotions on purchasing decisions. It is quantitative study with e-commerce customers in Pekalongan, Central Java as the population. A hundred respondents were selected as the sample and the data collected through questionnaire. Meanwhile, SPPS version 22 was applied to analyse the data. The result stated there is an effect of virtual try-on on purchase decisions with a significant value; 0,027 < 0,05 and there is an effect of online customer review on it with a signifucant value; 0,017 < 0,05. Furthermore, there is an effect among virtual try-on, online customer review, and promotion together or simultaneously on purchasing decisions which has a significance value of 0.000<0.05. In the face of increasingly rapid technological developments, it is expected that the new features in e-commerce can make it easier for consumers to shop, provide trust and satisfaction to consumers.