Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Melalui Aplikasi Marketplace Online Di Kalangan Mahasiswa Fakultas Ekonomi Dan Bisnis Islam Universitas Islam Negeri Sumatera Utara
DOI:
https://doi.org/10.55606/optimal.v3i4.2329Keywords:
Free Shipping, Payment Methods, Consumer Reviews, Ease of Use, Online Purchase DecisionsAbstract
This research aims to determine and analyze the factors that influence consumer decisions through online marketplace applications among students at the Faculty of Economics and Islamic Business, North Sumatra State Islamic University with a total of 5838 active students. The sampling technique used in this research was a simple random sampling technique with 98 respondents from the Faculty of Economics and Islamic Business who made purchases online. The method used in this research is an associative quantitative approach using a multiple linear regression analysis model.
The results of the first research on free shipping show that it has a significant effect on online purchasing decisions. Both payment methods show that they do not significantly influence online purchasing decisions. All three consumer reviews show that they have a significant influence on online purchasing decisions. The four ease of use shows that it has a significant influence on online purchasing decisions. Simultaneously, the results of this research influence online purchasing decisions.
References
accurate. (2021, Mei 18). Marketing Manajemen Free Ongkir. Dipetik Agustus 15, 2022, dari accurate id: http://accurate.id
Alfitroch, U. A., Farida, E., & Rahman, F. (2013). Pengaruh Iklan, Promo Gratis Ongkos Kirim, dan Diskon Terhadap Keputusan pada Aplikasi Belanja Online (Studi Kasus pada Warga RT 8 Kelurahan Karangbesuki Kota Malang). Jurnal Riset Manajemen , 71-78.
Drummond, H. (2003). Metode Penelitian Bisnis Jilid 1 Edisi Kelima. Jakarta: Erlangga.
Handayani. (2021). Pengaruh Metode Pembayaran dan Mudahnya Transaksi Terhadap Keputusan Pembelian Di Zalora Online Shopping. UG Journal , XV (4), 58-66.
Hidayati, N. L. (2018). Viral Marketing, Online Consumer Reviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga , VI (2), 77-84.
Himayati, & Yoevestian, W. (2008). Eksplorasi zahir accounting. Jakarta: PT. Alex Media Komputindo .
Huda, S. (2021). Pengaruh Shoping Lifestyle dan Discount Terhadap Impulsive Buying pada Marketplace Lazada. Universitas Muhammadiyah Malang, Program Studi Manajemen Fakultas Ekonomi dan Bisnis Islam. Malang: eprint.
Jogiyanto. (2007). Sistem Informasi Keperilakuan. Yogyakarta: Penerbit Andi.
Kotler, P. (2002). Manajemen Pemasaran Millenium Jilid 1. Jakarta: PT. Prenhallindo.
Kotler, P., & Armstrong, G. (2016). Dasar-Dasar Pemasaran Jilid 1. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran Jilid 1. Jakarta: Erlangga.
Kotler, P., & Keller, K. (2009). Manajemen Pemasaran Jilid 1 Edisi ke 13. Jakarta: Erlangga.
Mu'nis, H., & Komaladewi, R. (2019). Komparatif Online Customer Review dan Survey Customer Review Marketing mix. Jurnal Ekonomi Modernisasi , XV (3), 138-148.
Nainggolan, R., & Purba, E. (2019). Perbaikan performa cluster k-means menggunakan sum squared error (sse) pada analisis online customer review terhadap produk toko online. Jurnal TIMES , VIII (2), 1-8.
Sugiyono. (2013). Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Yuswohady. (2012). Cunsumer 3000 Revolusi Konsumen Kelas Menengah Indonesia. Jakarta: Gramedia Pustaka Utama.
