Factors Affecting Surabaya City Zillennial Consumers in Online Purchasing Decisions Nur Jannah
Airlangga University
Abstract
Digital technology is increasing at this time,where development the business world through digital media is growing.As an example of ITS development in the form of innovation in the word of trade.This study aims to analyze what factors influence consumer decisions in shopping online.Tjis study uses logistic regression analysis methods which include simultaneous tests,partial tests,odd rayio and marginal effect with the final result showing that there is a relationship between income,age,gender,price perceptions and Risk perceptions on online purchasing decisions.
