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Abstract

This study investigates the key factors influencing consumer purchasing decisions through e-commerce applications in North Minahasa Regency, Indonesia. While prior research has largely concentrated on national and urban markets, limited empirical evidence exists regarding consumer behavior in regional contexts. Addressing this gap, the study employs an exploratory factor analysis approach using data collected from 152 respondents who meet specific e-commerce usage criteria. Principal component analysis revealed four dominant factors affecting purchasing decisions: Shopping Convenience, Technological Advancement, Attractive Features, and Social Influence. These factors together explain 70.92% of the total variance in consumer decision-making. Shopping Convenience emerged as the most influential, highlighting the importance of trust, security, and ease of use. The findings provide valuable insights for both academia and e-commerce stakeholders, particularly in optimizing marketing strategies and platform development to suit regional consumer needs. Limitations include geographical scope, sample diversity, and platform generalization. Future research is recommended to explore a broader demographic and additional influencing variables, such as environmental or technological innovations.

Keywords

Purchase Decisions North Minahasa Regency Shopping Convenience Technological Advancement Attractive Feature; Social Influence

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