THE INFLUENCE OF TRUST, ADVERTISING AND QUALITY OF ONLINE SERVICES ON ONLINE PURCHASE DECISIONSIN THE CITY OF DENPASAR

ABSTRACT: Purchasing decisions are thoughts where individuals evaluate various choices on a product from the many choices that exist, including online purchases.The increase in the number of online shoppers in Indonesia can be a reference for the development of online shopping activities in Indonesia. In 2012 online shoppers in Indonesia were only 3 percent of the population in Indonesia and jumped to 12 percent in 2018. Bank Indonesia reported that the number of online shopping transactions reached Rp. 814 trillion in 2018.The population in this study are consumers who have done online shopping activities through the application. Determination of the sample using non-probability sampling with purposive sampling with the criteria of respondents are those who have used online shopping applications for the last three months, are at least 17 years old and domiciled in Denpasar City.The number of samples is 150 respondents using multiple linear regression analysis techniques.Based on the results of the analysis, this study shows that Trust has a positive and significant effect on online purchasing decisions. Advertising has a positive and significant impact on online purchasing decisions. The quality of online services has a positive and significant effect on online purchasing decisions.Limitations in this study only focus on three variables, namely, advertising and online service quality and is a cross-sectional study.

KEYWORDS: Trust, Advertising, E-service quality, Purchase Decision.