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Journal > International conference on Information Technology and Business (ICITB) > AN ANALYSIS OF SECURITY AND SERVICE QUALITY TOWARD PURCHASE DECISION ON E-COMMERCE AND ITS IMPLICATIONS OF CONSUMER LOYALTY

 

International conference on Information Technology and Business (ICITB)
International Conference on Information Technology and Business (ICITB)
AN ANALYSIS OF SECURITY AND SERVICE QUALITY TOWARD PURCHASE DECISION ON E-COMMERCE AND ITS IMPLICATIONS OF CONSUMER LOYALTY
Article Info   ABSTRACT
Published date:
21 Oct 2015
 
In the marketing world, especially through internetmarketing or what is known as e-commerce, an e-marketercannot ignore the role of the online shop as a medium fortheir marketing communications, where marketingactivities via e-commerce is currently being favorable bythe people in Indonesia. However transaction through ecommercehas the fairly high riskpotential. Therefore thefactor of security and service quality become a benchmarkon purchasing decisions through e-commerce. The purposeof this study is to analyzewhether security factordirectlyinfluences purchasing decisions through e-commerce,service quality factor directly influences purchasingdecisions through e-commerce, security and service qualityfactor directly influences purchasing decisions through ecommerce,as well as security and service qualityfactorgives significant effect on e-commerce consumer loyalty.This research was conducted by taking samples of ecommerceusers in Indonesiawhich were most active topurchase online products or services in 2014.KEYWORDS: E-commerce, Security, ServiceQuality, Purchasing Decisions, Loyalty
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