Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Produk-Produk Online Pada Marketplace Bukalapak

Studi Kasus Pada Followers Instagram Bukalapak

Authors

  • Ivana Supi Al’amudi Sekolah Tinggi Ilmu Ekonomi Bina Karya
  • Surya Darma Sekolah Tinggi Ilmu Ekonomi Bina Karya
  • Nursaimatussaddiya Nursaimatussaddiya Sekolah Tinggi Ilmu Ekonomi Bina Karya
  • Sarwoto Sarwoto Sekolah Tinggi Ilmu Ekonomi Bina Karya

DOI:

https://doi.org/10.70021/edp.v3i1.172

Keywords:

Price, Brand Image, Product Quality, Purchase Decision

Abstract

This study aims to determine the factors that influence the decision to purchase online products on the Bukalapak Marketplace (Case Study on Bukalapak Instagram Followers). The research method used is a quantitative method using SPSS version 25.00. The results were collected from the results of distributing questionnaires to bukalapak users as many as 100 respondents. The analytical method used in this study is to use an instrument test, namely the validity and reliability test. The classical assumption test is the normality test, multicolonearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis testing, namely the T test. The results of SPSS in this study are the price variable (X1) affects the purchasing decision variable (Y ), Brand image variable (X2) has no effect on purchasing decision variables (Y), product quality (X3) affects purchasing decisions (Y) and Product quality (X3) is the most dominant variable influencing purchasing decisions (Y).

 

References

Afifah Khonita Masrullah, Thamrin Abduh, Munawar Yantahin. 2020. “Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Minuman Merek Yotta Di Kelurahan Daya Kecamatan Biringkanaya.” Economic Bosowa Journal 7(001):23–31.

Amstrong, Gary. 2016. “Prinsip-Prinsip Pemasaran.” Edisi13. Jilid 1. Penerbit : Erlangga, Jakarta.

Amstrong, Philip Kotler &. Gary. 2018. “Principles of Marketing. Edisi 15 Global Edition.” Pearson. Inc.

Astuti, Miguna, Agni Rizkita Amanda. 2020. “Pengantar Manajemen Pemasaran.” Penerbit : CV. Budi Utama, Yogyakarta.

Gary Amstrong, Philip Kotler. 2016. “Dasar-Dasar Pemasaran. Jilid 1, Edisi Kesembilan.” Penerbit : Erlangga, Jakarta.

Ghozali, Imam. 2016. “Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23.” Cetakan Ke8, Penerbit : Universitas Diponegoro, Semarang.

Handoko. 2013. “Manajemen; Edisi Kedua, Cetakan Ketiga belas.” Penerbit : BPFE. Yogyakarta.

Haryono, Andi Tri. 2015. “Strategi Pemasaran Edisi Ketiga.” Penerbit : PT. Raja Grafindo Persada, Jakarta.

Hasan, Ali. 2020. “Marketing Dan Kasus-Kasus Pilihan.” Penerbit : CAPS (Center For Academic Publishing Service), Yogyakarta.

Ifazah, Izza Nailatul, Dwi Susilowati, and Sri Hindarti. 2021. “Analisis FaktorFaktor Yang Mempengaruhi Keputusan Konsumen Dalam Membeli Cabai Merah Keriting Di Desa Karangtawar Kecamatan Laren Kabupaten Lamongan.” Jurnal Ekonomi Pertanian Dan Agribisnis.

Keller, Philip Kotler and Kevin Lane. 2016. “Marketing Management, 15th Edition.” Penerbit : Pearson Pretice, New Jersey.

Kotler, Philip, and Kevin Lane Keller. 2016. “A Framework for Marketing Management. .” Pearson Boston, MA.

Kotler, Philip, Kevin Lane Keller, D. Manceau, and B. Dubois. 2016. “Marketing Management, 15e Édition.” Pearson Education, New Jersey.

Malau, Herman. 2017. “Manajemen Pemasaran.” Penerbit : Alfabeta, Bandung.

Oktarina. 2020. “Analisis Faktor-Faktor Yang Mempengaruhi Konsumen

Terhadap KEputusan Pembelian Produk Sepeda Motor Honda ( Studi

Kasus Pada Dealer Honda Mote Care Pekalongan Lampung Timur).” Universitas Muhammadiyah Metro (1)

Philip Kotler, Gary Amstrong. 2014. “Principles of Marketing, 12th Edition.” Penerbit : Pearson Education Limited.

Philip Kotler, Kevin Lane Keller. 2016. “Marketing Managemen, 15th Edition.” Pearson Education,Inc.

Pratama, I. Wayan Eka. 2021. “Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Dupa

Tridatu Pasupati Kaori Di Gianyar.” Jurnal Manajemen, KewirausahaanDanParawisata

(2):653–63.

Priansa, Donni Juni. 2017. “Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer.” Alfabeta, Bandung.

Ridho Pernandes, Zeshasina Rosha, Lindawati. 2020. “Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Minang Mart Di Kota Padang Padang.” Universitas Bung Hatta 1–4.

Sofjan Assauri. 2017. “Manajemen Pemasaran.” PT Raja Grafindo Persada, Jakarta. Sugiyono. 2015. “Metode Penelitian Kombinasi (Mix Methods).” Penerbit : Alfabeta, Bandung.

Sunyoto, Danang. 2014. “Konsep Dasar Riset Pemasaran Dan Perilaku

Konsumen. Cetakan Ke-2.” Penerbit : CAPS (Center for Academic Publishing. Service), Yogyakarta. Sussanto, Herlambang. 2014. “Manajemen Strategik Komprehensib.” Penerbit : Andi Offset, Yogyakarta.

Tjiptono, Fandy., &. Gregorius Chandra. 2017. “Pemasaran Strategik Edisi 3.” Penerbit: Andi Offset, Yogyakarta

Tjiptono, Fandy, and Gregorius Chandra. 2016. “Service, Quality Dan.” Andi, Yogyakarta.

Downloads

Published

2024-06-30