摘要：This research titled “Enchancement Model of Purchase Decision to Instagram Online Shopping Media Through Shopping Orientation, Web Quality, Price, and Word of Mouth Communications.” The development of technology is increasing nowadays, with this technology, it makes consumers easy to do an online transaction like to buy items or services. This research intends to test influence of shopping orientation, price against the influence of purchase decision through word of mouth communication survey to consumer in semarang who do an online purchase transaction. There are 100 respondets of consumers who live in semarang and do an online purchase transaction with purposive sampling method using path analysis. The result of this research shows that shopping orientation variable (X1), web quality (X2), and price (X3), word of mouth communications (Y1) are affect to purchase decision variable (Y2), either directly and indirectly through word of mouth communications. Keywods : Shopping Orientation, Web Quality, Price, Word of Mouth Communication, Purchase Decision.
关键词：Shopping Orientation; Web Quality; Price; Word of Mouth Communication;
Purchase Decision.
