| dc.contributor.author | Purnomo, Robert | |
| dc.contributor.author | Melinda, Tina | |
| dc.date.accessioned | 2017-07-14T02:39:54Z | |
| dc.date.available | 2017-07-14T02:39:54Z | |
| dc.date.issued | 2015-08-27 | |
| dc.identifier.citation | Purnomo, R. & Melinda T. 2015. CONSTRUCTION OF ONLINE BUYING DECISION OF HAND TOOLS. International Conference on Entrepreneurship 2015, UCTown, Citraland, August 27-28. | en_US |
| dc.identifier.issn | 2356-3206 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/1092 | |
| dc.description.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 | en_US |
| dc.language.iso | en_US | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Quantitative, PLS-SEM, Buying Behavior, Online Shopping | en_US |
| dc.title | CONSTRUCTION OF ONLINE BUYING DECISION OF HAND TOOLS | en_US |
| dc.type | Other | en_US |
