PENGARUH E MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA E COMMERCE TOKOPEDIA)

Abstract

This study aims to determine the variables that influence consumer buying interest which consists of product, price, place and promotion on Tokopedia e-commerce.

The research method used in this study is a quantitative research method. The population in this study are consumers of e-commerce Tokopedia in the city of Samarinda. The data collection technique is by using a questionnaire. The sampling technique used in this study is non-probability sampling using 97 respondents who live in the city of Samarinda. The analytical tools used are multiple linear regression analysis, validity and reliability test, classical assumption test, t test and F test. The test is carried out using the SPSS version 25.0 for windows.

The results showed that the results of the t test on the product and promotion variables had a significant effect on decision purchase. Meanwhile, price and place variables have no significant effect on decision purchase. The most dominant variable influencing decision purchase in this study is the product. Based on the results of the F test, it shows that all independent variables simultaneously have a significant effect on decision purchase.