PENGARUH KEPERCAYAAN, KEMUDAHAN, KUALITAS INFORMASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DALAM E-MARKETING DI BUKALAPAK.COM

Abstract

ABSTRACT

At this time the development of the modern age makes E-marketing increasingly popular and continues to grow rapidly because of easy it is to create a good relationship with the customers. Competition in the e-marketing is also getting tight so encourage businesses to become more creative to increase sales. The purpose of this study is to describe the confidence, the ease, the quality of information and price simultaneously and partially affect the purchase decision in bukalapak.com or not. The number of samples used in this study of 96 respondents from a total of 3.408 students. In this study using the research methods of non-probability sampling (random sampling) by using purposive sampling technique. purposive sampling is done by taking a sample of the population based on a certain criteria. The instrument used was a questionnaire and data analysis. Then, the data from the results of the respondents ' answers were analyzed using descriptive statistics and multiple linear regression analysis.

The results reveal that the variables of trust, ease, quality of information and price simultaneously have a positive and significant impact on purchasing decisions.

Keywords : e-marketing, trust, ease, quality information, price, purchase decision.