Faktor Keputusan Pembelian Konsumen Online Marketplace Indonesia

  • William Program Studi Entrepreneurship, Universitas Surya, Bogor, Jawa Barat
  • Heru Wijayanto Aripradono Program Studi Teknik Informatika, Universitas Internasional Batam, Kepulauan Riau
Keywords: Keputusan Pembelian Konsumen Online, Logistik Digital, Integritas Online, Desain Website, Pemasaran Digital, Alternatif Kontak

Abstract

Studi tentang faktor yang mempengaruhi keputusan pembelian konsumen online di online marketplace dilakukan untuk mengukur bagaimana dampak faktor tersebut terhadap keputusan pembelian konsumen. Tujuan dari studi ini adalah untuk mengetahui signifikansi dari elemen-elemen pembentuk keputusan pembelian konsumen yang mencakup logistik digital, integritas online, desain website, pemasaran digital, dan alternatif kontak merek/vendor. Penelitian ini akan menggunakan metode kuantitatif dikarenakan penelitian ini berupaya untuk menguji hipotesis terkait suatu fenomena dengan mengetahui hubungan dari faktor-faktor online marketplace apa saja yang memengaruhi keputusan pembelian konsumen online. Teknik yang digunakan dalam studi ini adalah regresi berganda. Analisis Regresi Berganda digunakan untuk mengetahui seberapa besar pengaruh variabel bebas yaitu: Logistik Digital (X1), Pemasaran Digital (X2), Integritas Online (X3), Alternatif Kontak Vendor/Merek (X4), dan Desain Website (X5) terhadap variabel terikat yaitu, keputusan pembelian konsumen online (Y). Hasil pengolahan data menunjukkan dari lima variabel bebas yang diteliti, hanya variabel Integritas Online yang memiliki pengaruh signifikan terhadap variabel terikat Keputusan Pembelian Konsumen Online. Faktor yang paling dominan di dalam penelitian ini terkait Integritas Online adalah jaminan keamanan dalam transaksi dan pilihan alternatif pembayaran yang beragam, dimana >90% responden mengatakan setuju dan sangat setuju bahwa kedua faktor tersebut merupakan faktor yang penting dalam mempengaruhi keputusan pembelian konsumen secara online.

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Published
2020-07-13
Section
Articles