FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA MARKETPLACE DI INDONESIA : Survey pada Mahasiswa Fakultas Pendidikan Ekonomi dan Bisnis Universitas Pendidikan Indonesia

• Main Author: Ernie Agustina, - (Author)
• Format: Book
• Published: 2019-07-24.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Perkembangan teknologi yang semakin maju membuat industri e-commerce pun semakin hari semakin berkembang di berbagai negara tak terkecuali di Indonesia. Dan salah satu jenis dari e-commerce yang cukup berkembang di Indonesia adalah marketplace, marketplace merupakan salah satu lokasi jual beli yang lapaknya disediakan e-commerce. Terdapat beberapa faktor yang mempengaruhi dari e-commerce itu sendiri yang pada akhirnya akan mempengaruhi bahkan mendukung konsumen dalam melakukan keputusan pembelian. Tujuan penelitian ini adalah untuk Mengetahui apa saja faktor-faktor yang dapat mendukung dan kurang mendukung konsumen dalam melakukan keputusan membeli pada marketplace, juga untuk mengetahui bagaimana keputusan pembelian oleh konsumen pada marketplace. Analisis faktor dilakukan dengan menggunakan confirmatory factor analysis dengan bantuan SPSS 24.0. Penelitian ini diukur dengan sampel 86 responden mahasiswa fakultas pendidikan ekonomi dan bisnis angkatan 2015 yang pernah melakukan keputusan pembelian melalui marketplace. Hasil penelitian menunjukan bahwa dalam keputusan pembelian dapat dijelaskan oleh Produk, Harga, Promosi, Waktu Pengiriman, Pengembalian Dana, Kualitas Situs Web, Citra Merek, Efisiensi Waktu dan Biaya (Kecepatan Pelaayanan). Sehinggga output yang diperoleh setelah melakukan analisis faktor, maka variabel yang terbentuk dan mewakili variabel faktor sebelumnya diantaranya Kemudahan Konsumen, Kepuasan Konsumen, Promosi, informasi Produk, dan Citra Merek. Kata Kunci: e-commerce, marketplace, keputusan pembelian ----- The advanced proggress of technological developments make the e-commerce industry also more developed in various countries, including Indonesia and one type of e-commerce that is quite developed in Indonesia is the marketplace, the marketplace is a platform for buying and selling that were provided by e-commerce. There are several factors that influence e-commerce itself which will ultimately affect and even support consumers in making purchasing. E-commerce that exists at this time must be evaluated and its effectiveness must be known so the effective of its transactions can accomplished. The purpose of this study is to find out what are the factors that either can support or not for consumers in making buying decisions in the marketplace, as well as to find out how the consumer's purchasing decisions in the marketplace. Factor analysis was carried out using confirmatory factor analysis with the help of SPSS 24.0 program. This study was measured by a sample of 86 respondents from the 2015 faculty of economics and business education who had made purchasing decisions through the marketplace. The results of the study show that in purchasing decisions can be explained by Products, Prices, Promotions, Delivery Time, Refunds, Website Quality, Brand Image, Time Efficiency and Cost (Service Speed). Until the output obtained after analyzing the factors, the variables formed and represent the previous factor variables include Perceived Ease of Use, Consumer Satisfaction, Promotion, Product Information, and Brand Image. Keywords: ecommerce, purchasing decisions, marketplace

Item Description

http://repository.upi.edu/37002/1/S_PEM_1500006_Title.pdf
http://repository.upi.edu/37002/2/S_PEM_1500006_Chapter1.pdf
http://repository.upi.edu/37002/3/S_PEM_1500006_Chapter2.pdf
http://repository.upi.edu/37002/4/S_PEM_1500006_Chapter3.pdf
http://repository.upi.edu/37002/5/S_PEM_1500006_Chapter4.pdf
http://repository.upi.edu/37002/6/S_PEM_1500006_Chapter5.pdf
http://repository.upi.edu/37002/7/S_PEM_1500006_Appendix.pdf