How Website Attractiveness and Electronic Trust Influence the Purchase Decision of Startups in Yogyakarta
DOI:
https://doi.org/10.59247/bim.v1i2.158Keywords:
Website Attractiveness, E-Trust, Purchase Decision, StartupAbstract
This research aims to see the influence of two variables, namely website attractiveness and electronic trust, on purchasing decisions for startups in Yogyakarta. In the digital era, websites become the face of the company and customer trust in transactions plays an important role in the purchasing decision making process. This research method uses a quantitative approach with data collection techniques through online surveys. Research respondents are consumers who have interacted with startups in Yogyakarta. This research focuses on assessing website attractiveness and consumers' perceived confidence in purchasing decisions. Data analysis was carried out using statistical techniques using the SPSS application with a sample size of 150 respondents. The research results show that there is a significant direct influence of website attractiveness and electronic trust variables on purchase decisions. It is hoped that the results of this research will provide insight to startups in Yogyakarta to increase website attractiveness and build consumer trust.
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