ANALISIS PENGARUH HARGA, PROMOSI, PRODUK DAN KEAMANAN SITUS ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION MELALUI INTERNET DI INDONESIA

Abstract

Background This study aimed to analyze the influence is there and how much of the price, promotion, product and site security online purchase decisions of fashion products through the Internet in Indonesia because based on data from www.google.co.id/trends/ that many Internet users especially from the google search engine that Indonesia one of the countries included in the top ten of the search or interested in fashion products on the internet, but cyber crime in Indonesia one of the largest in the world so many online companies in the world are reluctant to sell their products in Indonesia. The data obtained through a questionnaire either using online questionnaires or used basic questionnaires to consumers in Indonesia who have or are buying fashion products at internet 100 respondents either through social media such as facebook and twitter or trading forum such as Kaskus by using purposive sampling and then carried out the analysis of the data that was obtained in the form of qualitative and quantitative analysis. Quantitative analysis includes test validity, test reliability, test assumptions Classical Multiple Regression Analysis and Test of Goodness of Fit includes T test, The F and R-square test. The data that meet the test validity, test reliability and test the assumptions of classical processed to generate a regression equation as follows: Y = 0,247 X1 + 0,722 X2 + 0,078 X3 + 0,035 X4 Where the buying decision variable (Y), variable price (X1), variable products (X2), Promotion (X3) and Security Site Online (X4). Hypothesis testing using t-test showed that the four independent variables studied proved to significantly affect the dependent variable partially on Purchase Decision. Then through the F test can be seen that the four independent variables studied simultaneously influence the buying decision dependent variable. Figures Adjusted R Square of 0.877 indicates that 87.7 percent Buying Decision variables can be explained by the four independent variables in the regression equation. While the remaining 12.3 percent is explained by other variables outside the four variables used in this study.