The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales

The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales

Purpose: Technological developments make the business competition even tighter. Digitalization makes it easier for business people in their efforts to encourage the formation of consumer buying behavior because of the availability of effective and efficient means of delivering information to be used to make purchasing decisions. The purpose of this study was to determine the effect ofE-Wom and Website Attractiveness on E-Trust and Purchase Decision of online sales on Instagram with innovation acting as a moderating variable. Research design, data and methodology: This research sample is 170 Instagram users who have made online purchases from the local fashion brand This research is quantitative explanative with data collection using questionnaires and analysis techniques using the Structural Equation Modeling (SEM) approach using AMOS. Results: The results showed that E-wom had a significant positive effect on Purchase decisions. Web Attractiveness has no significant effect on Purchase Decision. Ewom has a significant positive effect on Etrust. Web Attractiveness has a significant positive effect on E-trust E-Trust has no significant effect on purchase decisions. Conclusions: Innovation can moderate the effect ofE-trust on Purchase decisions. Purchase Decisions can be influenced by E-wom and E-trust, but not Web Attractiveness.