Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Pada Pembelian Produk-Produk Online Shop (Studi Pada Mahasiswa-Mahasiswi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sumatera Utara)

Abstract

This study was motivated by the development of technology and media marketing is a business Online. These developments are changing the behavior of people who originally shopped to traditional markets into online shopping so it is necessary to know the factors that influence the behavior of consumers to buy products online. The purpose of this study was to analyze the effect of prices, confidence, advertising, and product quality on purchasing decisions on products being sold on the online shop, so as to provide benefits to the online shop owners to develop innovation and competitive advantage in a competitive and can boost sales , For users this research can be a material consideration in before buying products online. This study uses a quantitative research with the population are university students who have ever made a purchase online. And the number of samples was 86 respondents drawn using non-probability sampling technique accidental sampling approach and purposive sampling. The analysis technique used in this study is multiple regression using SPSS version 16 Results of this study indicate that price, trust, advertising and product quality and significant positive impact on purchasing decisions online shop products and trust factor becomes the most dominant factor in this study is the tcount> ttable namely 2,911> 1,990.