KEPUTUSAN PEMBELIAN KONSUMEN GENDER PRIA DI E-COMMERCE

Muhammad Saputra · Novita Sari · Yusminar Wahyuningsih · Lislindawati Lislindawati

5 citations0/0 files storedJurnal Ilmiah Manajemen Ekonomi & Akuntansi (MEA)

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kemudahan penggunaan, promosi, harga, kepercayaan dan online customer review terhadap keputusan pembelian konsumen pria di e-commerce shopee. Jenis penelitian ini merupakan penelitian asosiatif. Pengambilan sampel dalam penelitian ini menggunakan teknik nonprobability sampling dengan jumlah sampel sebanyak 190 responden yang diambil menggunakan rumus hair. Metode analisis data dalam penelitian ini menggunakan partial least square (PLS). Hasil penelitian menunjukan variabel kemudahan penggunaan, promosi, harga dan kepercayaan berpengaruh terhadap variabel keputusan pembelian konsumen pria di e-commerce shopee. Variabel online customer review tidak berpengaruh terhadap keputusan pembelian konsumen pria di e-commerce shopee.

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References

2018Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective 2021Consumer Trust as the Antecedent of Online Consumer Purchase Decision 2021A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping 2020Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase 2020Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of Covid-19 pandemic 2017FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA MAHASISWA UNIVERSITAS GUNADARMA 2020CONSUMER TRUST IN ONLINE PURCHASE DECISION 2019Competitive Price and Trust as Determinants of Purchase Intention in Social Commerce

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