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All Journal SEGMEN Jurnal Manajemen dan Bisnis KOLEGIAL : Jurnal Manajemen, Bisnis, dan Akuntansi Martabe : Jurnal Pengabdian Kepada Masyarakat Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi MBIA Jemasi Jurnal Ekonomi Manajemen dan Akuntansi Jurnal Ilmu Manajemen BALANCE: Economic, Business, Management and Accounting Journal Prima Ekonomika : Jurnal Ekonomi dan Bisnis Studi Kasus Inovasi Ekonomi Jurnal Bisnis, Manajemen, dan Ekonomi Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis International Journal of Business, Management & Economics Research Jurnal Nasional Manajemen Pemasaran dan SDM International Journal of Marketing and Human Resource Research Dynamic Management Journal Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Islamic Banking : Jurnal Pemikiran dan Pengembangan Perbankan Syariah Journal of Management Studies and Development Jurnal Indonesia Sosial Sains Journal of Business & Management
Diah Isnaini Asiati
Universitas Muhammadiyah Palembang
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Journal : BALANCE: Economic, Business, Management and Accounting Journal

 1 
PENGARUH BAURAN PEMASARAN DAN KARAKTERISTIK PEMBELI TERHADAP KEPUTUSAN PEMBELIAN ONLINE Diah Isnaini Asiati; Mrs Eljalina
BALANCE: Economic, Business, Management and Accounting Journal Vol 14, No 02 (2017)
Publisher : UMSurabaya Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/blc.v14i02.1331

Abstract

ABSTRACT                  The purpose of this study is to determine the effect of marketing bauran and characteristics of consumer to online purchasing decisions. The study was developed using associative design. Marketing bauran and buyer characteristics are developed into five variables, namely product, price, channel, learning, and trust associated with online purchasing decisions. Samples were used for 100 respondents taken by purposive sampling. The main data needed is the primary data with questionnaire data collection method. The data were analyzed using multiple linear regression technique.The results of hypothesis testing proves that together all the variables give significant influence. Partially, however, only learning and trust variables show significant influence on online purchasing decisions.Keywords : product, price, place, learning, belief, buying decisionCorrespondence to : diah_isnaini@yahoo.com ABSTRAK               Tujuan penelitian in adalah untuk mengetahui pengaruh bauran pemasaran dan karakteristik pembeli terhadap keputusan pembelian online. Penelitian dikembangkan menggunakan disain asosiatif. Bauran pemasaran dan karakteristik pembeli dikembangkan menjadi lima variabel, yaitu produk, harga, saluran, pembelajaran, dan kepercayaan yang dihubungkan dengan keputusan pembelian online. Sampel digunakan sebesar 100 responden yang diambil secara purposive sampling. Data utama yang diperlukan adalah data primer dengan metode pengumpulan data kuesioner. Data tersebut dianalisis menggunakan teknik regresi linier berganda.Hasil pengujian hipotesis membuktikan bahwa secara bersama-sama semua variabel memberikan pengaruh signifikan. Akan tetapi secara parsial, hanya variabel pembelajaran dan kepercayaan yang menunjukkan pengaruh signifikan terhadap keputusan pembelian online.Kata kunci : produk, harga, saluran, pembelajaran, kepercayaan, pembelian onlineKorespondensi : diah_isnaini@yahoo.com
Co-Authors Ade Putra Aktrilianjas Ulpa Apriyanto Apriyanto Burmansyah Burmansyah Choiriyah Choiriyah Darma Yanti Darwin Saputra Dasir Dasir Deviyana Deviyana Dwi Puspita Sari Elvira Rusmarani Emi Puspita Sari Erliza Yuniarti Fadhil Yamaly Fadhil Yamaly Fadly Yamaly Fatimah Gumar Herudiansyah H.M Idris Haminsyah Kevin Herdiyan Herdiyan Herfina Saptalia Herman Seri Lesi Agusria Lilly Quadrianti Lusi Sartika M. Hazazie Akbar Maftuhah Nurrahmi Mahrom D.S, Yudha Melli Haryani Mrs Eljalina Muhammad Asif Khan Muhammad Idris Nina Sabrina Omar Hendro Oscar Agyemang Opoku Puspita Sari, Bella Reza Nopriyansah Rizky Fajar Sari Sakdiah Wati Septadiyanto Septadiyanto Sunardi Sunardi Tetuka, Jaka Trisniarty Adjeng Moelyatie Trisniarty Adjeng Moelyatie Trisniarty Trisniarty Ulfi Fathiyyatus Syarifah Wasis Dwi Atmojo Zaleha Trihandayani