ANALISIS PENGARUH HARGA, KEMUDAHAN PENGGUNAAN, KEPERCAYAAN DAN PENGALAMAN BELANJA TERHADAP MINAT BELI PRODUK FASHION SECARA ONLINE PADA PT. XYZ DI CIKARANG

Abstract

This study purposed to analyze the effect of applying price, ease of use, trust, experience as the effort for increasing the prospect of gadget purchase decision through PT. XYZ in Cikarang by using quantitative approach. Data collection method, in this study is by using questionnaire and multiple linear regression for the technical. Subjects in this study were people who have already shopped through e-commerce Bukalapak.com with 100 respondents of total population which is uncountable. Based on t test were made known website quality and price proven to significantly influence online purchase decision through e-commerce Bukalapak.com. Based on the table can be seen that the coefficient of determination (adjusted R square) is approximately 0,470. This may imply that the percentage contribution of independent variables (website quality, attractiveness of posting messages, reputation) on the dependent variable online purchase decision amounted to 0,470 (47%) while the rest (53%) are influenced or determined by other factors not included in the research model units.