FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN SECARA ONLINE

Mila Hariani

doi:10.36441/kewirausahaan.v5i2.1465

FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN SECARA ONLINE

Mila Hariani

Abstract

Teknologi dan isu globalisasi memicu setiap bisnis untuk melakukan perubahan terhadap penyelesaian terkait tantangan dan persaingan yang dihadapi, hal tersebut disebabkan adanya kemunculan akses pasar online yang lebih transparan sehingga konsumen menjadi lebih aktif untuk berbelanja online dibandingkan dengan berbelanja secara konvensional. Memahami perilaku konsumen menjadi suatu keharusan karena sebagai peluang bagi bisnis tersebut untuk lebih sukses dan efisien. Untuk itu penelitian ini berusaha untuk mengevaluasi faktor-faktor penentu keputusan pembelian online dengan memfokuskan secara menyeluruh pada variabel-variabel kunci seperti pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, efisiensi biaya dan waktu serta persepsi kemudahan. Penelitian ini mengandalkan pendekatan kuantitatif, dan teknik survei online digunakan untuk mengumpulkan data primernya. Responden yang ditargetkan di penelitian ini dipilih secara tidak acak berdasarkan pengamatan kepada mereka yang menggunakan internet untuk berbelanja. Ada 100 responden yang dilibatkan untuk memenuhi jumlah minimal dari sebuah pengamatan. Responden berasal dari mahasiswa yang berdomisili di kota Sidoarjo. Data dan analisis statistik deskriptif akan dientri melalui SPSS yang digunakan untuk analisis validitas, reliabilitas, uji asusmi klasik, uji t dan uji F. Penentuan model regresi juga diperoleh dari output model regresi ini. Berdasarkan temuan penelitian ini, pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, biaya dan efisiensi waktu, kemudahan penggunaan berpengaruh positif terhadap keputusan pembelian akhir.

Keywords

pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, faktor analisis, keputusan pembelian

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