CONSTRUCTION OF ONLINE BUYING DECISION OF HAND TOOLS

Abstract

The purpose of this paper is to construct a model for factors affecting online buying decision of hand tools by using various models discussed in previous articles. The paper uses sample from customers of an online hand tool shop in Surabaya using purposive sampling and PLS-SEM hypotheses testing. The study finds that web experience is not a statistically significant variable in the construction of online buying decision. Brand image and marketing stimuli affect buyer decision with buyer attitude and buyer intention as the mediating variable. The paper combines different theories and discusses many variables with limited sample, so the explanation of the model might not be complete. It is suggested that further researches be done with fewer variables and aiming for a deeper and more comprehensive understanding. This paper gives useful and practical suggestions for traditional stores aiming to enter the online market