Analisis Faktor-Faktor Keputusan Pembelian Produk Komputer (Hardware Dan Software) Secara Online Di Www.Bhinneka.Com (Objek Studi Pada Pelanggan Www.Bhinneka.Com Di Kota Bandung)

Brian Andrianto, Citra Kusuma Dewi

Abstract

ABSTRAK Tujuan dari penelitian ini adalah mengetahui faktor-faktor keputusan pembelian produk komputer (hardware dan software) secara online pada pelanggan www.bhinneka.com di kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dan bersifat deskriptif. Pada penelitian ini penulis menggunakan beberapa variabel yang diperoleh dari literaur penelitian terdahulu dari Broekhuizen dan Huizingh (2009) tentang Online Purchase Intention dan Katawetawaraks dan Wang (2011) tentang Online Consmer Decision. Variabel yang digunakan antara lain: Convenience, Information, Available Products and Services, Cost and Time Efficiency, Intangibility of Online Product, Social Contact, Merchandise Quality, Service Quality, Enjoyment, Price Attractiveness, dan Perceived Risk. Penulis melakukan penyebaran kuesioner kepada 100 responden pelanggan Bhinneka.com di kota Bandung. Penelitian ini diuji menggunakan uji validitas dan reliabilitas. Analisis data menggunakan analisis faktor untuk mengetahui faktor-faktor keputusan pembelian produk di Bhinneka.com. Dalam penelitian ini diperoleh temuan bahwa terdapat 2 faktor baru yang mewakili 11 variabel tersebut yaitu Company Capability Factor yang mewakili variabel Convenience, Information, Intangibility of Online Product, Merchandise Quality, Service Quality, dan Enjoyment; dan Consumer Consideration Factor yang mewakili variabel Available Products and Services, Cost and Time Efficiency, Social Contact, Price Attractiveness, Perceived Risk. Kata kunci: e-commerce, keputusan pembelian, online shopping, analisis faktor ABSTRACT The purpose of this study is to determine the factors of purchase decision computer product (hardware and software) online on customer of www.bhinneka.com in Bandung. This study used a quantitative approach and a descriptive. On this study, the author used some variables that obtained from literature of Broekhuizen and Huizingh (2009) about Online Purchase Intention; and Katawetawaraks and Wang (2011) about Online Consumer Decision. The variables are: Convenience, Information, Available Products and Services, Cost and Time Efficiency, Intangibility of Online Product, Social Contact, Merchandise Quality, Service Quality, Enjoyment, Price Attractiveness, and Perceived Risk. The author spread the questionaire to 100 respondens of Bhinneka.com’s customers in Bandung. This study tested with validity and reliability test. Data analysis technique that used is factor analysis to determine the factors of purchase decision computer product in Bhinneka.com The result of this study show that 2 new factors that represent 11 variables: Company Capability Factors that represent variables of Convenience, Information, Intangibility of Online Product, Merchandise Quality, Service Quality, and Enjoyment; and Consumer Consideration Factors that represent variables of: Available Products and Services, Cost and Time Efficiency, Social Contact, Price Attractiveness, and Perceived Risk. Keyword: e-commerce, purchase decision, online shopping, factor analysis

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