Analisis Faktor-Faktor yang Mempengaruhi Minat Konsumen terhadap Pembelian Tanaman Hias Kaktus pada E-Commerce

Abstract

This study aims to analyze the influence of Customer Review, Customer Rating, E-trust, Price, and Promotion on consumers' purchase intention of cactus ornamental plants on e-commerce platforms. A quantitative approach was applied using a survey method involving 100 respondents who had previously purchased cactus ornamental plants online. The sampling technique used was accidental sampling. Data were processed using SPSS version 25 through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The results show that all independent variables simultaneously have a significant effect on purchase intention (sig. 0.000 < 0.05). Partially, Customer Review (X₁) has a positive and significant effect (sig. 0.010 < 0.05), E-trust (X₃) has a strongly positive and significant effect (sig. 0.000 < 0.05), while Price (X₄) has a negative and significant effect (sig. 0.007 < 0.05). Meanwhile, Customer Rating (X₂) and Promotion (X₅) have no significant effect. The coefficient of determination (R²) value of 0.636 indicates that 63.6% of the variation in consumer purchase intention is explained by the five independent variables, while the remaining is influenced by other factors outside the model.