Factors that May Be Used as a Decision Basis of Fashion Products Online by Y Consumer Generation in Jakarta City, Indonesia

Abstract

 The purpose of this research is to analyze the Effect of Ease, Trust and Price on the Decision of Fashion Product Purchasing Online by Consumer Generation Y in Jakarta City. The method used in this research is Survey Method by using Questionnaire. The analysis tool used is Multiple Linear Regression. The results of this study indicate that the decision of purchasing fashion products online by Y-generation consumers is influenced by the factor of convenience and price factor, while the factor of trust does not affect the purchase decision. The biggest factor influencing purchase decision is Price.