The increasing public access to the Internet, especially on sites kaskus. Where
in kaskus site, provided space for sale and purchase transaction of a product. This
means that there is a phenomenon concerning the purchase of products through the
site on line kaskus developed in the community. Problem within this research are
"how Kaskus Indonesian can compete with global e-commerce shareholding
arrangements, such as Ebay, which has more members in the world?". This research
aims obtain empirical evidence effects of Trust, ease of uses, and Competitive Price,
to Brand Preference, impact on Online buying decision.
The sample of this research is the people who never make purchases of
products through the site Kaskus totaling 150 people. This research used quantitative
analysis method with multiple linear regression.
The result of this research showed that trust, ease of uses and competitive
price have positive effect on brand preference with regression coefficient Y1 =
0,254X1 + 0,295X2 + 0,363X3. While trust, ease of uses, competitive price, and
brand preference have positive effect on Online buying decision with regression
coefficient Y2 = 0,166X1 + 0,173X2 + 0,199X3 + 0,432Y
