Analisis Keputusan Pembelian Konsumen Based Online Shopping di Surakarta

Drastiana, Deyla Okti and , Drs. Moech Nasir, MM (2018) Analisis Keputusan Pembelian Konsumen Based Online Shopping di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine (1) the effect of service quality on purchasing decisions, (2) the influence of prices on purchasing decisions, (3) the influence of trust on purchasing decisions. The results of this study are expected to be considered as a company in competitiveness in price, evaluate the quality of services, and form consumer confidence that influence consumer purchasing decisions. This research is a quantitative research. Population in this research is consumer or service user of online shopping website in Surakarta city. The number of samples in this study were 100 respondents, the method of data collection using probability sampling by spreading google form and some distributing questionnaires personally. The analysis used in this research is the test of research instrument, multiple linear regression analysis test, F test, t test and coefficient of determination (R2). The result of research shows that R2 equal to 0,207 (20,7%) which means that variable of purchasing decision can be explained by service quality, price, and consumer trust, the rest is 79,3% influenced by other variable not included in research indicator. Based on the results of the research has been obtained (1) the quality of service has a significant effect on purchasing decisions, the higher the quality of services provided by the company the higher the purchase decision available to the consumer, (2) the price has a positive effect on the purchase decision, the higher the consumer purchase decision, (3) the trust has a positive effect on the purchase decision, the more positive the existing confidence the higher the purchasing decision of the consumer.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Purchase Decision, Quality of Service, Price, Consumer Confidence
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management Q Science > QA Mathematics > QA76 Computer software
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DEYLA OKTI DRASTIANA
Date Deposited:	25 Jul 2018 10:11
Last Modified:	25 Jul 2018 10:44
URI:	http://eprints.ums.ac.id/id/eprint/64179

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