The Process of Product Purchasing Decision Through E-Marketing

Jumat, 23 Oktober 2020 - 10:53
Dokumen Lampiran
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1The Process of Product Purchasing Decision
Through E-Marketing
the-process-of-product.pdf0.5 MB
The Process of Product Purchasing Decision
Through E-Marketing
 
 
Ketua : Dr. Dra RAHMA WAHDINIWATY M.Si
Departemen Magister Manajemen
Universitas Komputer Indonesia
Bandung, Indonesia
Email : rahma@unikom.ac.id
 
Anggota : Rizky Fauziah
Departemen Magister Manajemen
Universitas Komputer Indonesia
Bandung, Indonesia
Email : rizky.fauziah@mahasiswa.unikom.ac.id
 
 
Abstract— The purpose of this research is to determine whether
the online marketing can influence purchase decisions of the
internet users in buying a product. The method used in this
research is multiple linear regression where the data is processed
by SPSS programs. The unit of analysis in this research is the
Meffy Skincare consumers with 73 respondents in Bandung. The
instrument used in the form of structured questionnaires with
Likert scales. The results show that four factors were found to
significantly influence consumer decisions, the Purchasing
Transaction Process, Product Excellence, Information Clarity,
and Service Excellence. Variable Purchase Transaction Process
(X1) produces a calculated t value of 0.283 with a significance of
0.850 has a substantial effect on purchasing decisions. The t-test
results in the Product variable (X2) produce a t value of 0.33
with a significance Excellence of 0.218. Variable Information
Clarity (X3) produces a calculated t value of 0.212 with a
significant 0.002, and Service Excellence (X4) produces a
calculated t value of 0.203 with a significant 0.036, meaning that
variable service excellence has a significant effect on decisions
purchase.