Antecedents of Purchase Decision of E-Commerce

This study aims to examine the concept of consumer purchase decisions on online shopping as part of consumer behavior. This research study conduct with a descriptive qualitative analysis to comparing previous theories to explain current phenomena. The results of the study demonstrated that purchase decisions in online shopping are made through e-commerce. The purchase decision is a stage in the purchase decision process, which begins with the search for information by consumers. Purchase decisions can develop by several factors, including brand image, product attributes, and consumer perceived value. Inside of consumer perceived value has two values; perceived risk and perceived quality. Perceived values are balanced to influence consumer online purchase decisions on e-commerce. This research is valuable as additional information in understanding consumer behavior to support sustainable marketing.