Abstract

This study aims to explore online marketing factors that influence purchase decisions and analysis of what factors most dominant influence. This study uses a quantitative approach. The study population is consumers shop Naufal Bag Collection ever shopped online. Research using purposive sampling size of 125 respondents. Methods of data analysis using factor analysis. The results showed that the discovered five factors: the process of purchase, price cuts, clarity of information, product excellence and service excellence that is proven to significantly affect consumer decisions. Naufal product excellence Bag Collection is the most dominant factor influencing the consumer's decision to shop online.

Keywords: online marketing, consumer decisions, online shopping, Naufal Bag Collection