The Importance of Understanding Consumer Decisions

Oct 13, 2025 by wbrum.org 120 views

Analysis of Factors Affecting Consumer Decisions on Purchasing Online Shop Products (Study of Students of the Faculty of Social and Political Sciences, University of North Sumatra)

Introduction

The rapid development of technology and marketing media, particularly online business, has significantly altered public spending behavior. From those who initially shopped at traditional markets, many consumers have now turned to online shopping. Therefore, it is crucial to comprehend the factors that influence consumer decisions when buying products online, especially among students of the Faculty of Social and Political Sciences, University of North Sumatra.

The Importance of Understanding Consumer Decisions

The purpose of this study is to analyze the effect of prices, trust, advertisements, and product quality on the purchasing decisions of products in online stores. The results of this analysis are expected to provide benefits for online shop owners in developing innovation and creating competitive advantages that will help increase sales. In addition, the results of research are also expected to be a consideration for consumers before purchasing products online.

Methodology

In this study, the method used was quantitative research with a population consisting of students who had made online purchases. The samples taken amounted to 86 respondents through non-probability sampling techniques with an accidental sampling and purposive sampling approach. The analysis technique used is multiple regression using SPSS version 16.

Results

The results showed that the price, trust, advertising, and product quality had a positive and significant impact on the purchasing decisions of online products. Of the four factors, the trust factor is proven to be the most dominant with a tcount value greater than ttable, which is 2,911> 1,990. This shows that trust is a key element that needs to be considered both by the seller and buyer in the context of online transactions.

In-depth Analysis of the Factors that Influence Purchasing Decisions

Price

Price is a major factor in consumer decision making. Consumers tend to compare product prices from various online stores before deciding to buy. Therefore, competitive price quotes can attract more consumers. The price factor is influenced by various factors, including the cost of production, market conditions, and competition. Online shop owners need to consider these factors when determining their prices to ensure they remain competitive. Price sensitivity is also an important consideration for consumers. Consumers who are sensitive to price may be more likely to choose products from online stores that offer the lowest prices.

Trust

Trust in online stores, both in terms of product quality and payment security, is very important. Online stores that can build a good reputation and provide guarantees of satisfaction will be more successful in attracting consumers. Trust is influenced by various factors, including the reputation of the online store, customer reviews, and the level of customer service. Online shop owners need to focus on building trust with their customers by providing excellent customer service and ensuring that their products meet high standards. Trust is also influenced by the level of security provided by the online store. Consumers need to feel confident that their personal and financial information is secure when making online purchases.

Advertising

Marketing strategy through attractive and informative advertising can increase consumer awareness of the products offered. Good advertisements not only attract attention, but are also able to provide clear information about the benefits of the product, thus encouraging consumers to make purchases. Advertising is influenced by various factors, including the target market, product features, and competition. Online shop owners need to consider these factors when developing their advertising strategies to ensure they are effective. Advertising is also influenced by the level of creativity and innovation used in the advertising campaign. Consumers are more likely to respond to advertising that is creative and innovative.

Product Quality

Product quality is an important consideration for consumers in deciding to make a purchase. If the products offered have good quality and meet consumer expectations, it is likely that consumers will make a repurchase and recommend to others. Product quality is influenced by various factors, including the materials used, design, and manufacturing process. Online shop owners need to focus on ensuring that their products meet high standards of quality to ensure customer satisfaction. Product quality is also influenced by the level of customer service provided by the online store. Consumers need to feel confident that they can return or exchange products that do not meet their expectations.

Conclusion

This study shows that the price, trust, advertising, and product quality contributes significantly to product purchasing decisions in online stores. By understanding and paying attention to these factors, online shop owners can improve their marketing and sales strategies. For consumers, understanding of these factors will also help them in making purchasing decisions that are better and more wise when shopping online.

Recommendations

Based on the findings of this study, the following recommendations are made:

Online shop owners need to focus on building trust with their customers by providing excellent customer service and ensuring that their products meet high standards. This can be achieved by providing clear information about the products offered, ensuring that products are delivered on time, and providing a hassle-free return and exchange policy. Online shop owners need to develop effective advertising strategies that are creative and innovative. This can be achieved by using social media platforms, email marketing, and other digital marketing channels to reach target markets. Online shop owners need to ensure that their products meet high standards of quality. This can be achieved by using high-quality materials, designing products that meet consumer needs, and manufacturing products using efficient and effective processes. Consumers need to be aware of the factors that influence purchasing decisions when shopping online. This can be achieved by researching online stores, reading customer reviews, and asking for recommendations from friends and family.

Limitations of the Study

This study has several limitations that need to be considered. Firstly, the study was conducted using a sample of students from the Faculty of Social and Political Sciences, University of North Sumatra. Therefore, the findings may not be generalizable to other populations. Secondly, the study used a quantitative research method, which may not provide a comprehensive understanding of the factors that influence purchasing decisions. Finally, the study did not consider the impact of other factors, such as social media and word-of-mouth marketing, on purchasing decisions.

Future Research Directions

Future research should focus on exploring the impact of other factors, such as social media and word-of-mouth marketing, on purchasing decisions. Additionally, future research should consider using a mixed-methods approach to provide a more comprehensive understanding of the factors that influence purchasing decisions. Finally, future research should focus on exploring the impact of online shopping on consumer behavior and decision-making processes.
Frequently Asked Questions (FAQs) about Factors Affecting Consumer Decisions on Purchasing Online Shop Products

Q: What are the most important factors that influence consumer decisions when shopping online?

A: The most important factors that influence consumer decisions when shopping online are price, trust, advertising, and product quality. These factors are critical in determining whether a consumer will make a purchase or not.

Q: Why is trust so important in online shopping?

A: Trust is essential in online shopping because consumers need to feel confident that their personal and financial information is secure when making online purchases. Online stores that can build a good reputation and provide guarantees of satisfaction will be more successful in attracting consumers.

Q: How can online shop owners build trust with their customers?

A: Online shop owners can build trust with their customers by providing excellent customer service, ensuring that their products meet high standards, and providing clear information about the products offered. They can also use social media and other digital marketing channels to engage with their customers and build relationships.

Q: What is the role of advertising in online shopping?

A: Advertising plays a crucial role in online shopping by increasing consumer awareness of the products offered. Good advertisements not only attract attention but also provide clear information about the benefits of the product, thus encouraging consumers to make purchases.

Q: How can online shop owners develop effective advertising strategies?

A: Online shop owners can develop effective advertising strategies by using social media platforms, email marketing, and other digital marketing channels to reach target markets. They can also use creative and innovative advertising campaigns to stand out from the competition.

Q: What is the importance of product quality in online shopping?

A: Product quality is essential in online shopping because consumers need to feel confident that the products they purchase meet their expectations. Online shop owners need to focus on ensuring that their products meet high standards of quality to ensure customer satisfaction.

Q: How can online shop owners ensure that their products meet high standards of quality?

A: Online shop owners can ensure that their products meet high standards of quality by using high-quality materials, designing products that meet consumer needs, and manufacturing products using efficient and effective processes.

Q: What is the impact of price on consumer decisions in online shopping?

A: Price is a major factor in consumer decision making in online shopping. Consumers tend to compare product prices from various online stores before deciding to buy. Therefore, competitive price quotes can attract more consumers.

Q: How can online shop owners determine their prices effectively?

A: Online shop owners can determine their prices effectively by considering various factors, including the cost of production, market conditions, and competition. They can also use pricing strategies such as discounts and promotions to attract more customers.

Q: What is the role of customer service in online shopping?

A: Customer service plays a crucial role in online shopping by ensuring that consumers have a positive experience when making online purchases. Online shop owners need to provide excellent customer service to build trust and loyalty with their customers.

Q: How can online shop owners provide excellent customer service?

A: Online shop owners can provide excellent customer service by responding promptly to customer inquiries, providing clear information about products and services, and resolving customer complaints efficiently.

Q: What are the benefits of understanding the factors that influence consumer decisions in online shopping?

A: Understanding the factors that influence consumer decisions in online shopping can help online shop owners develop effective marketing and sales strategies, increase customer satisfaction, and ultimately drive business growth.

Q: What are the limitations of this study?

A: This study has several limitations, including the use of a sample of students from the Faculty of Social and Political Sciences, University of North Sumatra, and the use of a quantitative research method. Future research should consider using a mixed-methods approach to provide a more comprehensive understanding of the factors that influence consumer decisions in online shopping.