ANALISIS KEPUTUSAN PEMBELIAN PADA E-COMMERCE BUKALAPAK : Untuk Pengguna E-Commerce Bukalapak Generasi Milenial
The development of information technology and also the increasing use of the internet, generate opportunities in one of the traded sectors. Where this opens up opportunities for business people to develop business activities via the internet or can be accepted as e-business. One form of e-business i...
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2020-07-06.
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| 520 | |a The development of information technology and also the increasing use of the internet, generate opportunities in one of the traded sectors. Where this opens up opportunities for business people to develop business activities via the internet or can be accepted as e-business. One form of e-business itself is e-commerce, where sales of products / services are provided directly to consumers or other business workers by using the internet as a liaison medium. This research is a quantitative study that aims to analyze, and prove the relationship between lifestyle, brand image, and website quality for purchasing decisions. The research carried out took millennial generation in Central Jakarta province who bought in Bukalapak as a researcher. The number of samples was 75 respondents. The sampling method is non-probability sampling and sampling using purposive sampling technique. This study uses data collection results using a questionnaire. Data analysis in this study is the Partial Least Square (PLS) analysis method using Smartpls 3.2.8 Software. Research shows that lifestyle is not approved and also not significant on purchasing decisions. In contrast to the brand image variable, and the quality of the website has a significant effect on purchasing decisions. | ||
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