The factors influence customers decision towards online purchasing

This thesis presents an improved approach to the customer’s decision towards online purchasing. The importance of this study is to identify the factors that influence customer’s decision towards online purchasing. By using SPSS version 22.0 to analyze the 346 questionnaires from our respondents, we found that the factors that influence customers decision towards online purchasing was indicated in 3 main factors which is attitude, trust and convenience. The 346 respondents vary from different age, nationality, gender, qualification, religion, and the frequency of customers doing an online transaction. Our target respondent was University Malaysia Kelantan students and we just focus on the faculty entrepreneur and business student as our respondent in order to finish out this research. After this research, we acknowledged that the factor like attitude, trust and convenience was very important to the customers in order to make a decision through online purchasing. This has been proving from the Pearson correlation value for each variable that we got. A moderate positive and significant relationship between attitude and the customer decision toward online purchasing which is the p value was 0.690. Second, a high positive and significant relationship between convenience and the customer decision toward online purchasing, which is the p value was 0.753 and this variable was a very strongs and highest value compare with the others variable. Lastly a high positive and significant relationship between trust and the customer decision toward online purchasing, which is the p value was 0.709 and at the same time its represent a very lowest value compare with others variables.The limitations of this study and recommendations for future research study have also been discussed in the later chapters. As a result, the recommendations given in this study will assist future researchers to conduct related researches more accurately