Pengaruh Kualitas Informasi dan Kepercayaan terhadap Keputusan Pembelian Secara Online pada Usaha Fesyen Ritel “MOKSLO”

Abstract

The increasing number of people who choose to start online business or do online shopping, impacts the rapid development of e-commerce. People choose online shopping or online trading because of its time flexibility that enable people to shop anytime without having to directly meet the sellers. Opportunities to do online business create growth of small businesses based on E-commerce. "Mokslo" is an online store engaged in the production of bags and sells various fashion bags. The product offering of "Mokslo" is done through several social media and websites. As a result, consumers have limited information of product specification, cannot directly see and choose the products to be purchased, resulting lack of consumer trust in buying online products. This study aims to determine the effect the quality of information and trust on consumer purchase decisions in the online retail fashion business "Mokslo". The population in this study was consumers of “Mokslo” who had made online purchases. Research method used in this research is multiple linear regression analysis. The independent variable in this study is the quality of information (X1) and trust (X2). The dependent variable in this study was the online purchase decision (Y). The results showed the variable quality of information and trust influence purchase decisions in online retail fashion business, "Mokslo".