The Influence of Trust, Convenience, and Social Influencer on Online Purchasing Decisions Taken by Yogyakarta Students, with Instagram Social Media
The development of digital technology on social media has advanced. Online purchasing decisions are increasingly being made through Instagram. The aims this study test: (1) the influence of trust on decisions of online purchasing, (2) the effect of convenience on decision of online purchasing, (3) the influence of social influences on decisions of online purchasing. Purchase on line is using Instagram social media .This research was conducted in Yogyakarta. The research sample was Yogyakarta students who made online purchases. The sampling method uses nonprobability sampling with purposive sampling. The number of respondents is 140 students. Analysis model used is multiple linear regression a. All research hypotheses are supported. The findings of this study are trust, convenience, and social influencers have a positive effect on decisions of online purchasing.