THE INFLUENCE OF PURCHASE EXPERIENCE, TRUST AND PRICE TOWARD CUSTOMERS PURCHASE DECISION ON TOKOPEDIA
Ircha Mahendra Sakti Dr. Rofiaty, SE., MM
Faculty of Economics and Business Brawijaya University
Malang
ABSTRACT
This research aimed to determine the effect of the purchase experience, trust and price on purchase decisions on one of the online shopping sites in Indonesia, Tokopedia. This correlational/associative research was conducted to determine the effect of one or more independent variables on the dependent variable. This research used a sample of 200 respondents, namely students of Universitas Brawijaya Malang by using a questionnaire conducted online. The data was analyzed by multiple linear regression analysis and hypothesis testing using t-test, which was processed by SPSS software ver. 21. The results of the research noted that the purchase experience, trust and price variables have a positive and significant influence on consumer purchase decisions in Tokopedia. The need to improve the shopping experience through a good customer experience, increase consumer confidence by providing a good shopping process, and maintain and improve the quality of price by setting a reasonable price. If Tokopedia is able to fulfill it, then experience, trust, and price will have a positive influence on Tokopedia purchase decision.
Keywords: Purchase Experience, Trust, Price, Purchase Decision
АBSTRАK
Penelitian ini dilakukan bertujuan untuk mengetahui pegaruh dari pengalaman pembelian, kepercayaan dan harga terhadap keputusan pembelian pada salah satu situs belanja online di Indonesia yaitu Tokopedia. Jenis penelitian ini adalah correlational/associative research yang dilakukann untuk mengetahui pengaruh antara satu atau lebih variabel independen terhadap variabel dependen. Penelitian ini meggunakan sampel sebanyak 200 responden yaitu mahasiswa Universitas Brawijaya Malang dengan meggunakan kuesioner yang dilakukan secara online. Analisis data yang digunakan dalam penelitian ini adalah analisis regresi linier berganda dan uji hipotesis menggunakan uji t yang diolah dengan menggunakan software SPSS ver. 21.00.
Hasil penelitian diketahui bahwa variabel pengalaman pembelian, kepercayaan dan harga memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian konsumen di Tokopedia. Perlunya meningkatkan pengalaman berbelanja melalui pengalaman pelanggan yang baik, meningkatkan kepercayaan konsumen dengan menyediakan proses belanja yang baik, dan mempertahankan serta meningkatkan mutu dari harga dengan menetapkan harga yang wajar. Jika Tokopedia mampu memenuhi variabel pengalaman, kepercayaan, dan harga akan memberikan pengaruh positif pada meningkatnya keputusan pembelian Tokopedia.
Kata Kunci: Pengalaman Pembelian, Kepercayaan, Harga, Keputusan Pembelian
INTRODUCTION
Internet nowadays plays a vital role in people's daily lives. Through the internet, a person can easily communicate with other people from distance, send e-mail to each other, find information easily, play games, and even online shopping. Cultural shifts and trends are directing people to become more consumptive toward online purchases. This is because the internet has become an effective channel for selling and buying a product.
Nevertheless, the development of online business does not only face the challenges around demand and supply. But more than that, several factors can influence the movement of online businesses that are increasingly growing nowadays. There are two positive and negative sides attached to an online business. Edwar, et al.
(2018) state that purchases through online or online shopping would have many advantages if compared to physical purchases at the store.
Online shopping can save time and no longer need to leave the house and wait in long queues at the cashier when making a payment.
Online shopping marketplace can be available anytime and anywhere. These stores provide consumers with free and rich information about products and services (Mohammad, et al., 2012). There are many reasons why people shop online. These factors can be summarized into four categories, such as convenience, information, available products and services, and cost and time efficiency. Meanwhile, major reasons that discourages consumers from online shopping include unsecured payments, slow shipping, unwanted products, spam or viruses, bothersome emails and technology problems. Lack of trust, for instance, seems to be the main reason that impedes consumers to buy online (Katawetawaraks and Wang, 2011).
Thus, it can be said that the negative side of online business is closely related to security issues where more development of technology will be balanced with the increasingly sophisticated and varied forms of crime that lurk consumers. Therefore, the trust factor is considered to be one of the important factors in making online purchases by consumers. This is in line with Mohmed et al. (2013), who stated that trust is an important attribute that must be adopted into e-commerce applications. Trust implies the belief that the website vendor will deliver what has been promised. Because online shopping has a greater risk compared to traditional shopping.
Where the buyer does the transaction without coming face to face with the seller.
In addition to trust and safety factors, another personal factor that influences purchasing decision in online shopping is the shopping experience owned by the consumer. According to Chang, et al. (2014), experience is the customers’
overall impression of external marketing incentives, which has a far-reaching impact on consumer behaviour. According to Kwek, et al.
(2010), web-shopping consumers will highly depend on the quality of experience where the quality of experience can be obtained only through the previous purchasing experience.
Dabholkar in Quack, Lau, Tan (2010) asserts that a person has less prior knowledge on the problem at hand; the choice of behavior to be made depends largely on the value of expectation.
Other factors except for personal factor that is considered influencing the consumer purchasing decision, both online and offline purchases, are the marketing mix created by the seller or business people. One aspect of the marketing mix that is considered important is the price aspect. Although between one consumer and the other it may have differences in terms of aspects of the marketing mix that can affect their buying behavior. There are times when a consumer can be influenced by all aspects of the marketing mix, but maybe other consumers are influenced by only one or two aspects. For consumers, the price is the amount required to get a product (Hawkins and Mothersbaugh, 2009).
According to Ling, et al. (2010), prior experiences will strongly affect future behavior. Previous research also showed that previous experience in shopping affects future shopping behavior.
Both trust and experience of purchasing by consumers and aspects of the marketing mix are considered to be able to determine consumer buying behavior. These factors are believed to be able to influence consumer decisions in buying a product both online and offline. Furthermore, trust is the most important factor that can influence online purchasing. There have been many studies conducted on consumer buying behavior in Indonesia. The research was conducted by Handi Irawan (2012) and cited by Utami (2017), there are at least 10 consumer behaviors in Indonesia, namely short thinking, collection, impulse buyers, foreign brand orientation, context orientation, conventional technology, religion, sub culture influence, high pride and non-environmentally friendly. According to Handi Irawan (2012),
Indonesian consumers have high pride and intention to show off to their social environment because they want to get praise and recognition.
So, sometimes consumers will force themselves to buy certain products or brands even though it is beyond their financial capabilities.
Based on a survey conducted by the Indonesian Internet Network Providers Association (APJII) in 2016, more than half of Indonesia’s population has been connected to the internet with a total of 132.7 million people. This has increased rapidly by 51.8% from 2014.
According to Aseanup.com (2019), the rapid development of infrastructures brings more and more of Indonesia’s 260 million inhabitants online. Primarily accessing the internet through mobile devices, the large demographic of connected Indonesian drives the development of the country’s technology companies and ecosystem, particularly the online shopping market.
Table 1 Digital Indonesia Demographic
Digital Indonesia – Jan 2019
Population 282.2 M
Mobile subscriptions 355.5 M
Internet users 150.0 M
Social media users 150.0 M
Mobile social users 130.0 M
Source: We Are Social, Hootsuite, Jan 2019 (aseanup.com)
It is not surprising that the Indonesian market is already counting several large players who reap the benefits of the country’s explosive digital growth. However, without a hegemonic leader and a lot of room for growth, Indonesia is one of the countries in Southeast Asian e- commerce that can easily allow the development of underdogs and the entry of newcomers. To see the big volume of transactions and competition among e-commerce players in Indonesia, the following presents the Top 10 leaders of e- commerce websites in 2019 and their estimated monthly traffic for April 2019 from SimilarWeb.
Table 2 E-Commerce Monthly Traffic
No E-Commerce Monthly Traffic Estimate 1 Tokopedia
(tokopedia.com)
148,500,000 2 Shopee Indonesia
(shopee.co.id)
95,300,000 3 Bukalapak
(bukalapak.com)
95,100,000 4 Lazada Indonesia
(lazada.co.id)
47,800,000 5 Blibli
(blibli.com)
34,200,000
6 Orami (orami.co.id)
9,050,000 7 JD.id
(jd.id)
8,600,000 8 Bhinneka
(bhinneka.com)
5,950,000 9 Sociolla
(sociolla.com)
4,400,000 10 Zalora
(Zalora.co.id)
3,750,000
Source: aseanup.com, 2019
The phenomenon related to the increasing number of internet users in Indonesia is certainly beneficial for businesses in the e-commerce field.
As the largest online marketplace in Indonesia, Tokopedia provides the most diverse selection of products in Indonesia. Tokopedia has collaborated with more than 6.4 million sellers, various official stores and logistical partners as well as payments to provide the best experience for customers.
Through Tokopedia, Indonesia's economy moves to a higher level. More than 1% of the total Indonesian economy takes place in the Tokopedia Marketplace, with more than 6.4 million sellers and more than 200 million products.
In terms of innovation, Tokopedia is increasingly moving forward by providing Tokopedia Corner services. Nowadays, students and other academicians can order products from Tokopedia and will be sent to Tokopedia Pick-Up Station located in various universities. Thus, the process of shipping goods will be faster, effective and efficient. Moreover, this process is free. The universities participated in Tokopedia Corner are Telkom University, Multimedia Nusantara University, Kristen Maranatha University, ITS, Universitas Brawijaya, STMIK AKAKOM and Universitas Indonesia. It becomes the advantage of Tokopedia among other marketplace competitors in Indonesia, since Tokopedia embraces huge market opportunities for student consumers who tend to be more consumptive and eager to shop online.
In general, experience can be defined as a process of learning and increased potential for behavior from both formal and non-formal education, experience can also be interpreted as a process that brings someone to a higher behavior pattern (Balady, 2011). According to Chang, et al.
(2014), experience is the customers’ overall impression of external marketing incentives, which has a far-reaching impact on consumer behavior. Rose, et al. (2012) define online customer experience as a psychological state composed of a cognitive and an affective
experiential state (the flow concept is central), which manifested as a subjective response to an e- retailer’s website.
Trust is defined as a feeling of security or insecurity about believing in something during online purchasing. Consumer trust is reflected in the assurance of personal information as well as security (Matic & Katija, 2017). When people learn from each other, the level of trust varies, it means that trust should be seen as a dynamic phenomenon, not a static phenomenon. Its development should be based on perceptions about personal characteristics of the trustee (Velez, et al., 2008). Consumer trust represents a set of assumptions about the credibility, integrity and goodwill in relation to a brand (Aurier &
N’Goala, 2010).
Kotler and Armstrong (2011) define price as the amount of money that is demanded a product or service. More broadly, it can be said that the price is the sum of all values given by consumers to obtain benefits of ownership or using of a product or service (Setiyaningrum et al., 2015). A decision can be made only if there are several alternatives selected. If alternative choices do not exist, the actions taken without these choices cannot be said to make a decision.
According to Kotler and Keller (2012), the purchase decision process consists of five stages carried out by a consumer before arriving at a purchase decision and subsequently post- purchase. Purchase Decisions conducted by consumers can occur if the consumer has received services from the provision of services and after that consumers feel the satisfaction and dissatisfaction, therefore the concepts of purchasing decisions can not be separated from the concept of customer satisfaction.
Therefore, based on the explanation above, the writer in this research raises the title “The Influence of Purchase Experience, Trust, and Price Toward Customers Purchase Decision on Tokopedia” which investigated the factors that influence purchasing decision on Tokopedia, especially the fashion products with students at Universitas Brawijaya as the research subject.
LITERATURE REVIEW Purchase Experience
In general, experience can be defined as a process of learning and increased potential for behavior from both formal and non-formal education, experience can also be interpreted as a process that brings someone to a higher behavior
pattern (Balady, 2011). According to Chang, et al.
(2014), experience is the customers’ overall impression of external marketing incentives, which has a far-reaching impact on consumer behavior. Rose, et al. (2012) define online customer experience as a psychological state composed of a cognitive and an affective experiential state (the flow concept is central), which manifested as a subjective response to an e- retailer’s website.
Based on the research conducted by Ling et al. (2010), there are four dimensions that used to measure online shopping experience. These four dimensions by Ling, et al. (2010) are used based on the dimensions described by Brunelle and Lapierre (2008).
a. Experienced in using a website is the experience owned by consumers in online shopping by using one of the online websites.
b. Feel competent when using a website is the ability felt by consumers in using a website to shop online.
c. Feel comfortable when using a website is the comfort felt by consumers when using certain websites to make online purchases.
d. Feel that the website is easy to use is the perceived ease by consumers when shopping using a website online.
Trust
According to Matic and Katija (2014), trust is defined as a feeling of security or insecurity about believing in something during online purchasing. Consumer trust is reflected in the assurance of personal information as well as security. When people learn from each other, the level of trust varies, it means that trust should be seen as a dynamic phenomenon, not a static phenomenon. Its development should be based on perceptions about personal characteristics of the trustee (Velez, et al., 2008). Consumer trust represents a set of assumptions about the credibility, integrity and goodwill in relation to a brand (Aurier & N’Goala, 2010). Trust arises from a long process. If the trust has arisen between the customer and the company, then the effort to foster cooperative relations will be easier (Nguyen, et al. 2013).
Dimension of trust in this research is adapted from the dimension of online trust variable in Ling, et al. (2010), where Ling, et al.
identify online trust with:
a. Security, the extent to which customers believe that the internet is safe for them to send sensitive information to business transactions.
b. Privacy, consumer is confidence about the performance of other parties in the environment during market transactions or consumption behavior.
c. Reliability, where company reliability can affect consumers' online trust and purchase intentions.
Price
Kotler and Armstrong (2011) define price as the amount of money that is demanded a product or service. More broadly, it can be said that the price is the sum of all values given by consumers to obtain benefits of ownership or using of a product or service (Setiyaningrum et al., 2015). According to Samuelson (2009), price is a factor that is determined by the interaction between demand and supply in the factors of production. Price perception greatly affects a consumer's decision to purchase a product. The perception of price explains information about a product and provides a deep meaning for the consumers (Kotler and Keller, 2016).
The price of a product is divided into three dimensions which are fair price, fixed price, and relative price.
Purchase Decision
Kotler and Armstrong (2012) state that for consumers, purchasing is not just an action (for example, because of a product), but consists of several interrelated actions. Swastha and Handoko (2012) state that consumer purchasing decision is actually a collection of a number of decisions (Priansa, 2017), namely:
a. Decision about the type of product b. Decisions about product form c. Decision about the brand d. Decisions about the seller
e. Decision about the number of product
f. Decision about the time of purchasing g. Decision about procedure to pay Hypothеsis
H1: Purchase Experience significantly influences Customers Purchase Decision H2: Trust significantly influences Customers
Purchase Decision
H3: Price significantly influences Customers Purchase Decision
Figure 1. Hypothesis Model RESEARCH METHOD
This research wanted to explain the influence of Purchase Experience, Trust, and Price toward Purchase Decisions so this research is a correlational/associative research. In this research, the location of the research was conducted in Malang, precisely at Universitas Brawijaya Malang because the target respondents of this research were students of Universitas Brawijaya, Malang. The research population was all active students of Universitas Brawijaya Malang from all faculties and batches. The exact number of populations in this research is unknown, so it can be concluded that the population in this research is included in the infinite population. Based on the sample calculation, was found that the sample size was 190 respondents. To avoid invalid questionnaire answers or just in case, the writer rounded up the sample size to 200 respondents.
Thus, the number of samples in this research was 200 students of Universitas Brawijaya Malang.
RESEARCH RESULTS AND DISCUSSION Table 3 Regression Result
Variable
Independent Variable
Unstandardized Coefficients Standardized
Coefficients (Beta) t. count Sig. Information
Y
(Constant) 0.348 0.307 0.759
X1 0.323 0.269 4.659 0.000 Significant
X2 0.253 0.259 4.430 0.000 Significant
X3 0.523 0.389 6.429 0.000 Significant
R : 0.784
R Square : 0.614
Adjusted R Square : 0,608
F count : 103.973 F table : 2.651
Sig. F : 0.000 t table : 1.972
Source: Primary Data, Processed in 2020
The regression model used is standardized regression, because the data used in this research are interval data measured by Likert scale. Likert scale is used to measure the attitudes, opinions, and perceptions of a person or group. In standardized regression, the size of the variable or the size of the answer has been equalized. The regression equations obtained based on Table 3 are as follows:
Y = 0.269 X1 + 0.259 X2 + 0.389 X3
The equation above can be interpreted as follows:
a. b1 = 0.269; it means that Purchase Decision will increase by 0.269 units for each additional one unit X1 (Purchase Experience). So, if the Purchase Experience has increased by 1 unit, the Purchase Decision will increase by 0.269 units assuming the other variables are considered constant.
b. b2 = 0.259; it means that the Purchase Decision will increase by 0.259 units for each additional one unit X2 (Trust). So, if the Trust has increased by 1 unit, the Purchase Decision will increase by 0.259 units assuming the other variables are considered constant.
c. b3 = 0.389; it means that the Purchase Decision will increase by 0.389 units for each additional one unit of X3 (Price). So, if the Trust has increased by 1 unit, the Purchase Decision will increase by 0.389 units assuming the other variables are considered constant.
The Influence of Purchase Experience (X1) Toward Purchase Decision (Y) on Tokopedia
In the results of the analysis using the multiple regression method, the calculated t value of 4.659 with sig was obtained. t of 0.000 with t
table of 1.972 so that the Purchase Experience variable has an influence on the Purchase Decision. If seen from the significance value of t is 0.000 smaller than alpha used is 0.000 <0.05.
So, it can be concluded that Purchase Experience has a significant influence on Purchase Decisions.
Significant influence between the independent variable and the dependent variable in this research explains that the Purchase Experience will be able to give a higher influence on the Purchase Decision of Tokopedia consumers if more experience shopping for fashion items in Tokopedia is owned by consumers. In a sense, if the respondent has more experience shopping for fashion items online on the Tokopedia application, it will give a higher possibility for respondents to make purchases on Tokopedia.
In this research, it is evident that a more or better Purchase Experience will increase the likelihood of a greater Purchase Decision. It can occur for several reasons. First, consumers have not long been a consumer and shop online at Tokopedia, so that even minimal shopping experience. Second, there are many online shopping sites in Indonesia besides Tokopedia.
This fact causes consumers to have many options/options for making online transactions.
Thus, the lack of shopping experience on one of the online shopping sites, in this case, Tokopedia is possible. Therefore, the ease of accessing the site along with the layout arrangement and features in Tokopedia must be designed in such a way that even though the consumer shopping experience is minimal, it can be convenience for consumers to access and transact on Tokopedia.
According to Ling et al. (2010), prior experiences will strongly affect future behavior.
Previous research also showed that previous experience in shopping affects future shopping behavior (Shim et al., 2001). Providing a good
customer experience online is a must. Because a study released by MarketTools in 2011 showed, 60 percent of consumers said that they shop more often on certain websites because of a pleasant shopping experience (Rahayu et al. 2013).
The Influence of Trust (X2) Toward Purchase Decision (Y) on Tokopedia
The results of the analysis using the multiple regression method show that the calculated t value of 4.430 with t table of 1.972 so that the Trust variable has a significant effect on Purchase Decision. If seen from the significance value of t is 0.000 smaller than alpha used is 0.000
<0.05. So, it can be concluded that Trust has a significant influence on Purchase Decisions.
Significant influence between the independent variable and the dependent variable in this research explains that the Trust will be able to influence the Purchase Decision of Tokopedia consumers higher. If Tokopedia in conducting its business is more focused on the values adopted by the company and pay more attention to its obligations to consumers. It can also initiate trust from consumers so Tokopedia can be relied on in online transactions.
It is inseparable from the fact that in order to survive in the modern shopping era, sellers in online shopping must have loyal consumers to a particular brand or product Therefore, Trust is an important factor that is considered by consumers in making a Purchase Decision. It is consistent with the opinion of Limpo & Meryana (2015), where consumer purchasing decisions, especially in the online shop have several factors into consideration such as Trust.
According to Gefen (2015), Trust is an essential thing in economic activity and especially in online shopping because of the lack of interaction between sellers and buyers (Limpo &
Meryana, 2015). Thus, in this concept trust can be interpreted as the trust of consumers or buyers of online sellers who can provide security guarantees for consumers in making product purchase transactions online. According to Utami (2017), one of the factors that influence purchasing decisions is the trust factor.
According to Jogiyanto (2007), Trust has a profound impact on behavior. Through actions and learning processes, people will gain Trust and Attitudes which then influence buying behavior.
Thananuraksakul and Jadhav (2018) stated, that consumer’s confidence in online shopping is one of the main key factors in the binding of a good
relationship between buyers and sellers (Edwar et al., 2018).
The Influence of Price (X3) Toward Purchase Decision (Y) on TOKOPEDIA
In the results of the analysis using the multiple regression method, the calculated t value of 6.429 with t table of 1.972 so that the Price variable has a significant effect on the Purchase Decision. If seen from the significance value of t is 0.000 smaller than alpha used is 0.000 <0.05.
So, it can be concluded that Price has a significant effect on Purchase Decision.
Significant influence between the independent variable and the dependent variable in this research explains that Trust will be able to influence the Purchase Decision of Tokopedia consumers higher if Tokopedia is able to provide a reasonable price, can be trusted by consumers without overstating the price on each fashion product that is sold on the marketplace. Tokopedia itself claims that it has the lowest price compared to other marketplaces. However, there are still respondents who disagree if the price offered by Tokopedia is a reasonable price without exaggeration.
According to Edwar et al. (2018), Price becomes the main factor that affects consumer's choice before making a purchase. Furthermore, Utami (2017) argues that the selection of consumers to make purchases at a store can occur because of the retail mix elements which include products, prices, promotions, services, and physical facilities. In terms of price elements, Utami (2017) states that consumers realize that the price of goods is an important element.
Every consumer behavior is different in deciding the purchase and not all of them are influenced by all elements in the marketing mix.
However, whether or not the price of a product or service is high, it is meaningless to consumers as long as the price is in accordance with the quality of goods sold and services provided. In line with this, Kotler (2009) explains that many consumers use the price element as an indicator to determine the quality of a product.
Historically, Price has been the major factor affecting buyer choice. In recent decades, however, non-price factors have gained increasing importance. Price is the most visible element of the marketing mix, and pricing policies are being questioned by consumers frequently. If consumers think that prices are unfair, they can leave the
product or spread negative information to other consumers.
Limitation of Study
The first limitation when conducting research is that researchers need to make extra efforts to find respondents for research.
Researchers find it difficult to find respondents because not all respondents have ever done transactions on Tokopedia.
The second limitation when conducting research is that, research topics are rarely found by researchers. The last limitation is that research is carried out through an online platform, therefore, respondents will not have the opportunity to directly question researchers. Thus, the respondent's answer might be biased.
CONCLUSION & SUGGESTIONS Conclusions
1. Based on the calculation of multiple linear regression analysis, it can be concluded that the three independent variables (Purchase Experience, Trust and Price) have a significant effect on Purchase Decision.
Nevertheless, the three independent variables have different influence values. Price variable had the most powerful or dominant influence, which was then followed by Purchase Experience and Trust.
2. Despite having a dominant influence, consumers still feel that fashion items offered at Tokopedia do not have reliable prices (prices are not exaggerated). If only Tokopedia is able to provide a reasonable price, can be trusted by consumers without exaggerating the price that is given on every fashion product sold on its marketplaces, it will provide a higher possibility for consumers to purchase fashion items through the Tokopedia application. In addition, the Purchase Experience also have a significant influence on consumer purchasing decisions on Tokopedia. However, there were still consumers who have little experience buying online at Tokopedia. With more online shopping experience on the Tokopedia application, it will provide a higher possibility for respondents to make purchases on the Tokopedia application.
3. Meanwhile, in terms of Trust, Tokopedia must focus more on the values adopted by the company and pay more attention to its obligations to consumers and can also provide
trust to consumers so they can be relied in online transactions. It must be sought to attract consumers in purchasing fashion items through Tokopedia. In the Purchase Decision, there are several things that become the determining points for consumers in deciding the purchase of consumer knowledge of Tokopedia as an online shopping site in Indonesia and consumer knowledge of the features possessed by Tokopedia as an online shopping site.
Suggestions
1. Tokopedia already offers discounts on their fashion products. But until now they are still considered to be giving less discounts compared to other e-commerce sites.
Supposedly to improve purchasing decisions from costumers, Tokopedia must be able to compete because customers are very selective in choosing products that are very price- dependent. If Tokopedia can fulfill it, then the price variable will have a positive influence on the Purchasing Decision, or in other words, the Consumer Purchasing Decision on Tokopedia will increase.
2. Tokopedia in running its business is expected to be more concerned with Purchase Experience for customers, Tokopedia should provide a more memorable experience and make it easier for customers to access when they want to buy a product. In this case Tokopedia must provide features of the website or application that are easy to understand and easy to access. This has a relationship with the convenience of customers in spending on Tokopedia. One of them is like giving a filter or sorting goods according to the desired customer criteria such as Brand, Price, Best seller or Review. Although seen as trivial, but this has a big effect when customers want to spend.
3. Considering that the independent variables in this study are very important in influencing Purchasing Decisions, To increase the Purchase Experience for customers is very dependent on the trust of Tokopedia itself. In this case Tokopedia will not act opportunistically (profit illegally). Tokopedia should provide transparency of funds for each transaction in more detail and detail so that the level of customer confidence is increasing in Tokopedia and has a good effect on Puchase Decision.
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