PENGARUH FAKTOR – FAKTOR MARKETPLACE ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPIBUBUK MAK’E DI TUBAN JAWA TIMUR

SANTI, RISKI NOVIA (2020) PENGARUH FAKTOR – FAKTOR MARKETPLACE ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPIBUBUK MAK’E DI TUBAN JAWA TIMUR. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.

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Abstract

This research is based on the phenomenon that shows that online marketing strategies cannot work optimally within an SME due to lack of socialization so that they cannot understand the use of online marketplaces. Mak'e Coffee Powder is a UKM that has many enthusiasts, therefore with the development of the digital era and the rise of online marketing is expected to support the turnover of Mak'e Coffee Powder. The purpose of this study was to determine the Quality of Information, Convenience, and Interest in Online Shopping on the Purchasing Decision of Mak'e Coffee Powder simultaneously, partially and significantly. Also to find out variables that have a dominant influence. The research method uses quantitative methods. Data collection tools used were questionnaires and documentation. The data that has been collected is then processed using the SPSS version 20 program, the population used in this study is the consumers of the Online Powder Coffee Marketplace. Determination of the number of samples is calculated by the Slovin Formula. The number of samples was 96 respondents. The analysis technique used in this study is multiple linear regression analysis techniques and obtained the equation Y = a + + + The results of this study indicate that the significant F_count is smaller than 5%. This means that Information Quality, Ease and Interest in Online Shopping has a simultaneous influence on purchasing decisions. The significant value of each t_count is also smaller than 5%. This means that the variable Quality of Information, Ease and Interest in Online Shopping has a partial influence on Purchasing Decisions. Furthermore, Online Shopping Interest variables have a dominant influence on Purchasing Decisions compared to other independent variables with the highest beta coefficient of 0.442

Item Type:	Thesis (Skripsi)
Additional Information:	Information Quality, Convenience, Online Shopping Interests and Purchasing Decisions
Divisions:	Faculty of Economic & Business > Bachelor of Management & Business
Depositing User:	Perpus Ubhara Surabaya
Date Deposited:	14 Jun 2022 03:19
Last Modified:	14 Jun 2022 03:19
URI:	http://eprints.ubhara.ac.id/id/eprint/1202

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