Pengaruh Pemasaran Online, Harga, Pelayan dan Etika Bisnis Terhadap Keputusan Pembelian Produk
Abstract
Populasi penelitian ini sebanyak 472.000 jiwa, sedangkan sampel peneltian ini ditentukan dengan penentuan sampel minimum pendekatan Ferdinand (2006) sebanyak 118 responden yang terdiri dari profesi dokter, dosen, PNS, swasta dan mahasiswa. Data yang terkumpul diolah dan dianalisis dengan menggunakan analisis regresi berganda (multiple regression).
Hasil penelitian menunjukkan bahwa pemasaran online berpengaruh positif terhadap keputusan pembelian. Namun demikian, penelitian tidak dapat membuktikan bahwa harga, pelayanan dan etika bisnis berpengaruh signifikan terhadap keputusan konsumen dalam melakukan pembelian pada produk fashion melalui media internet.
Kata Kunci: Pemasaran Online, Penetapan Harga, Layanan, Etika Bisnis, dan Keputusan Pembelian
Abstract
This study aims to; 1. identify and analyze the effect of online marketing to the purchasing decision, 2. determine and analyze the effect of price on purchase decisions, 3. identify and analyze the influence of services to the purchasing decision, 4. identify and analyze the influence of business ethics on purchasing decisions, 5. know and simultaneously analyze the influence of online marketing, pricing, service and business ethics to the purchasing decision.
This study population as 472,000 people, whereas the present study sample was determined by determining the minimum sample approach Ferdinand (2006 ) of 118 respondents consisting of professional doctors, professors, civil servants, private sector and students. The collected data were processed and analyzed using multiple regression analysis (multifle regression).
Results showed that online marketing has positive influence on purchase decisions. However, the study can not prove that price, service and business ethics influence significant to consumers in making purchasing decisions on fashion products via the Internet.
Keywords: Online Marketing, Pricing, Service, Business Ethics and Decision to Purchase
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DOI: https://doi.org/10.37531/sejaman.v6i1.4361
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