Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Online pada Konsumen Tanaman Hias di Tempat Usaha Akar Alam

Abstract

Online shopping is a solution for most people who have a high level of mobility/movement in their daily activities. There are various kinds of products sold online, one of them is ornamental plants or called an online plant shop. One of the businesses that sell ornamental plants online in Medan is Akar Alam, located at Jalan Eka Rasmi No.76A. This research aims to: 1) Analyzing the effect of price on online purchasing decisions at Akar Alam businesses, 2) Analyzing the effect of trust on online purchasing decisions at Akar Alam businesses, 3) Analyzing the effect of convenience on online purchasing decisions at Akar Alam businesses, 4)Analyzing the effect of risk perception on online purchasing decisions at Akar Alam businesses, 5) Analyzing the simultaneous influence of price, trust, convenience and risk perception on online purchasing decisions at Akar Alam businesses. The sampling method done by non-probability sampling with purposive sampling technique. Amount sample study as many as 100 respondents with Slovin method. The analytical method used is multiple linier regression analysis. The results show that the four factors: price, trust, convenience and risk perception, individually and together have a positive effect on online purchasing decisions at Akar Alam businesses.