Model Keperilakuan Belanja Online

Astariatama, Giras and , Dr. Edy Purwo Saputro, S.E, M.Si (2022) Model Keperilakuan Belanja Online. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the behavioral model of online shopping through factors (Marketing Stimulus, Psychological factors, social factors, personal factors) that influence purchase intentions and consumer purchasing decisions. The population and sample in this study were students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta and the number of respondents as samples in this study were 100 people. Sources of data used in this study is primary data. data collection method using a questionnaire. data analysis used using Smart PLS. The results of the analysis in this study indicate that (1) marketing stimuli have a positive but not significant effect on consumers' purchase intentions. (2) Psychological factors have a positive and significant effect on consumers' purchase intentions. (3) Social factors have a negative and insignificant effect on consumers' purchase intentions. (4) Personal factors have a positive and significant effect on consumers' purchase intentions. (5) Purchase intention has a positive and significant effect on consumer purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	marketing stimulus, psychological factors, social factors, personal factors, purchase intention, purchase decision
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	GIRAS ASTARIATAMA
Date Deposited:	14 May 2022 02:31
Last Modified:	14 May 2022 02:31
URI:	http://eprints.ums.ac.id/id/eprint/99698

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