The Influence of Lifestyles and Consumers Attitudes on Product Purchasing Decision via Online Shopping in Indonesia

Abstract

This study aims to analyze how far the lifestyles and attitudes of consumers on product purchasing decisions via online shopping in Indonesia. The method that was used is quantitative with Structural Equation Modeling (SEM) analysis. The population in this study is the Indonesian people who have been doing online shopping. The number of samples in this study were 400 respondents using convenience sampling technique. The results of the study showed that both lifestyles and attitudes of consumers have influence on purchasing decisions by 20.7% and the balance of 79.3% is influenced by other variables that was not examined in this study.

Keywords: lifestyles, purchasing decisions, consumers attitudes, online shopping