Salesperson Interaction Quality and Consumer Decisions in Online Transactions
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This research examines the effect of the quality of interaction with a salesperson on a consumer's decision to conduct an online transaction. In e-commerce, the quality of interaction with a salesperson plays an important role in building consumer trust, which in turn can influence purchasing decisions. The main focus of this research is to understand the factors that influence consumer perceptions of a salesperson and how good interaction can strengthen a consumer's decision to conduct an online transaction. This research uses a qualitative approach with a literature study analysis to explore various aspects of interaction, such as effective communication, product knowledge, responsiveness, and positive salesperson attitudes. The results show that quality interaction, demonstrated through communication skills, product mastery, and a friendly attitude, has a significant positive impact on consumer trust. Other factors such as the ease of use of the e-commerce platform and the quality of after-sales service also influence consumer decisions. This research provides insights for companies to design strategies to improve the quality of interaction between salesperson and consumer, which in turn will increase trust and purchasing decisions in online transactions.
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