Effect of Price, Promotion and Trust on Online Purchasing Decisions of Batik Clothing in Indonesia

Abstract

This paper investigates the factors that influence online purchasing decisions of batik clothing in Indonesia. This study examines factors such as price, promotion, and trust. The sampling method used was purposive sampling. Data were obtained by distributing a questionnaire to 130 respondents who had ever bought clothes online. This research uses multiple regression analysis to test the hypothesis and using SPSS 20 to measure out the data. The result showed that price, promotion, and trust significantly influence purchase decisions of batik clothes online, with promotion as the most dominant factor. In addition, all of the variables also simultaneously influence purchase decisions. Therefore, through this research it is expected that business owners or marketers in similar fields can implement effective strategies to increase the actual purchase of batik clothing online.