Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Online (Studi Kasus Pembeli Online di Pasar Facebook di Desa Makbalim, Kecamatan Mayamuk, Kabupaten Sorong)

Karfin Karfin; Desy Eka Putri

doi:10.37010/lit.v5i1.1106

Authors

Karfin Institut agama Islam Negeri Sorong
Desy Eka Putri Institut agama Islam Negeri Sorong

DOI:

https://doi.org/10.37010/lit.v5i1.1106

Keywords:

product, promotion, distribution, purchasing decision, online shopping

Abstract

The main problem of this research is how product, price, promotion, distribution, people, process, and physical environment factors influence online purchasing decisions (Case study of online buyers, Facebook.co.id Marketplace in Makbalim Village, Mayamuk District, Sorong Regency). This study aims to: 1) Determine the effect of product, price, promotion, distribution, people, process, and physical environment partially on online purchasing decisions. 2) Determine the effect of product, price, promotion, distribution, people, process and physical environment simultaneously on online purchasing decisions. The approach used is a quantitative research approach whose results are calculated using data analysis techniques, classical assumption test, multiple linear regression and hypothesis testing with the help of the SPSS v.28 programs. The type of research used is associative research. A sample of 80 respondents was selected through a non-probability sampling technique using a questionnaire method (Questionary). Based on the results of the study, it was shown that product, price, distribution, and people partially had a non-significant negative effect on online purchasing decisions, while promotion, process and physical environment factors had a significant positive effect on online purchasing decisions. The most influential and significant factor can be seen from the value of the partial determination coefficient, namely the promotion factor. Factors of product, price, promotion, distribution, people, process, and physical environment simultaneously have a positive and significant effect on online purchasing decisions. As for the magnitude of the contribution of the independent variable to the dependent variable or Online Purchase Decision, it is known from the value of the coefficient of determination R which is equal to 0.320 or 32%. The implications of this research are for companies that market their products online to pay attention to the factors that influence consumer purchasing decisions. So that online purchasing decisions can increase.

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