The Influence of Consumer Decision-making Styles towards Purchasing Behavior: A Case Study of Online Shopping in Jakarta, Indonesia

Document Type: Case Study


Faculty of Business, President University, Cikarang, Indonesia


Financial crisis previously happened in the West makes many Asian countries, including Indonesia, hit by its ripple effect. Indonesia, especially, sees its stock markets suffer and currency values face a downward trend which is resulting on the growth of Indonesia GDP per capita also suffers from the effect. Despite the economic downturn, Indonesia internet using has increased and e-commerce business of product and service offerings have evolved significantly in recent years. This research is to study this phenomenon by using consumers decision-making styles model with its dimensions: quality-conscious consumer (X1), brand-conscious consumer (X2), recreational consumer (X3), price-conscious consumer (X4), and habitual consumer (X5) towards Purchasing Behavior (Y) as the variables with A total of 100 of people who live in Jakarta and ever purchased through online store were chosen as the respondents for this study. The researcher is using multiple regressions as statistical method and coefficient of determination (R2). Based on the result, quality-conscious consumer (X1), price-conscious consumer (X4), and habitual consumer (X5) are found to have partial significant influence towards purchasing behavior of online shopping. Research also found that quality-conscious consumer, brand-conscious consumer, recreational consumer, price-conscious consumer, and habitual consumer have simultaneously significant influence towards purchasing behavior (Y).


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