Factors affecting purchasing decision one brand fashion shoes via online channel

Abstract

The purpose of this research was to study the factors affecting purchasing decision one brand fashion shoes via online channel. This study was quantitative research by using four hundred respondents who were online consumers. The instrument used in this study was questionnaire for collecting the data and analyzed by average, standard deviation, and multiple Regression Analysis. The result reveal that context, content, community customization, communication, connection, and commerce affecting purchasing decision one brand fashion shoes via online channel with statistically significant 0.05. The equation can predict the customer purchasing decision by correlation coefficient at 65.5% (R=0.656) and correlate with the customer purchasing decision at 42.1% (R Square = 0.421).