THE RELATIONSHIP BETWEEN 4P’S MINUS PLACE AND CONSUMER BUYING DECISION (CASE STUDY OF RAKUTEN "BELANJA" ONLINE)

Abstract

This research aims to determine how much influence the promotion, product, and price to buying decision at Rakuten Belanja Online. The population used in this research is repeated costumers at Rakuten Belanja Online. Sample in this research is 77 respondents which spread in Menara Thamrin 18th – 19th Floor, Jakarta. The data that have met the test: validity, reliability, classical assumption, F test and T test, coefficient determination, and multiple regression analysis to produce the regression equation as follows: Y = 0.387 X1 + 0.303 X2 + 0.297 X3. Where Y is the buying decision, X1 is the promotion, X2 is the product, and X3 is the price. T test showed that the three independent variables researched proved to have positive and significant impact on consumer buying decision as dependent variables. F test showed that the three independent variables is simultaneously influence the dependent variable. From the T-test, it shows that every independent variable has partially influence to buying decision with promotion that gives the most significance influence. Based on the adjusted R2, it indicates that 50.7% of the consumer buying decision variables can be explained by three independent variables in the regression equation. The remaining 49.3% percent is explained by other variables outside of the four variables used in this research.