PENGARUH KEMUDAHAN, PROMOSI DAN KEPUASAN TRANSAKSI ONLINESHOPPING TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Survey Pada Konsumen Shopee.co.id)

Elondri Elondri

Abstract


This reserch is intended to see how ease, promotion and online transaction satisfaction affect online purchasing decisions (Survey on Shopee.co.id Consumers). From the result of this study obtained the convenience variables(X1) promotion (X2) and transaction satisfaction (X3) significant effect on the decision of online purchasing (Y) where the coefficient of multiple regression is 0,728 with a significant level of 0,000. The amount of influence of ease, promotion and satisfaction of online transaction to the decision to the decision of online purchase, from t test which can be seen in coeffecient table shows that alpha value for ease variable equal to 0,535 significant, promotion equal to 0,448 significant and variable of online transaction of 0,384 significant. This study was conducted using a sample of 100 people who have used shopee at least one time transaction.

Keywords: Purchase Decision, Ease, Promotion andTransaction Satisfaction

Full Text:

PDF

References


Davis, F.D. 1989. Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly. Ghozali, I

Jogiyanto, 2007. Sistem Informasi Keperilakuan. Edisi Revisi.Yogyakarta: Andi Offse

Kuncoro, Mudrajad. 2007. Ekonomika Industri Indonesia : Menuju Negara Industri Baru 2030. Yogyakarta : Andi Yogyakarta

Saragih, H., & Ramdhani, R. (2012). Pengaruh Intensi Pelanggan Dalam Berbelanja Online Kembali Melalui Media Teknologi Informasi Forum Jual Beli (FJB) Kaskus, 8 (2), 100-112

Sekaran, Uma. 2006. Research Method For Business : A Skill Building Approach Job Wiley & Sons

Sidharta Iwa & Suzanto Boy (2015). Pengaruh Kepuasan Transaksi Online Shopping Dan Kepercayaan Konsumen Terhadap Sikap Serta Perilaku Konsumen Pada E-Commerce

Sugiyono, 2007. Metode Penelitian Bisnis, Bandung Alfabeta

Swastha, Basu. 2002. Manajemen Pemasaran Modern. Yogyakarta: Liberty.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance Of Information Technology: Toward a unified view. MIS quartely, 425-478




DOI: https://doi.org/10.31846/jae.v5i3.133

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by:

 

        Â