Consumer Decisions toward Fashion Product Shopping in Indonesia: The effects of Attitude, Perception of Ease of Use, Usefulness, and Trust

This study aims to analyze the relationship between perceived usefulness, perceived ease of use and trust in the attitudes and decisions of shopping for online fashion products. This study used purposive sampling in the survey method with a sample of 70 respondents from the city of Jakarta. The results of this study indicate that perceived ease of use has no effect on consumer purchasing decisions. While the factors of perceived usefulness and trust are factors that significantly influence consumers’ decisions to shop online. The results of this study are used as a reference for entrepreneurs who conduct online marketing to increase their attention to trust and usability factors because this is what concerns consumers in their purchasing decisions, especially fashion products.