ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN KOTA PONTIANAK DALAM MELAKUKAN PEMBELIAN ONLINE

Abstract

Consumer behavior in order to obtain a product or service is never the same and always changing time by time. The development of more advanced information technologies, in particular the Internet, changing the way how the consumers shop. Nowadays, Consumers not only shop at the market place but also in the market space or virtual market place like Facebook, Instagram and many other supported websites (Amazone, ebay, Shopee, Elevenia, Dino Market, Berniaga, Kaskus, OLX, etc). The objective of this research was to analyze the influence factors that explain the consumer decision making process in doing online shopping which were done by 19-35 years old respondents in website, market place, Facebook or related websites which sell online.The research used survey method by using questionnaires which involving 100 numbers of respondents in Pontianak City to answer the questions. From the statistics test, the Cronbach’s Alpha for product as X₁ was 0.894 from 7 indicators, price as X₂ was 0.814 from 7 indicators, promotion as X₃ was 0.877 from 6 indicators, trust as X₄ was 0.896 from 10 indicators, and psychologies as X₅ was 0.806 from 8 indicators . All of them have reached more than the standard table for Cronbach’s Alpha (0,60), it meant all of them were reliable and valid to be analyzed. The final calculation for the double regression showed that the hypotheses were not significantly related for product as X₁ (-1,380) and promotion as X₃(0,254) because both of the results were lower than 1,992. Different to variable product and promotion, the hypotheses for price as X₂ (3,825), trust as X₄ (2,448) and psychologies as X₅ (2,087)were significantly related because all of them were higher than 1,992. The result’s statements above stated that there was no any influences between product and promotion to consumer decision making because H₀ was achieved and H₁ was rejected, but there were influence among price, trust and psychologies because H₀ was rejected and H₁ was achieved where Y = 0,898 + (-0,111) X1 + 0,374 X2 + 0,034 X3 + 0,282 X4 + 0,212 X5