Analisis Faktor – Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Online (E –Commerce) (pada Pengguna Internet dan Pembeli Online, Toko Online Lazada.co.id dikota Medan)

Abstract

This research aims to determine the factors that influence consumer purchasing decisions which consists ease of payment, confidence, advantages online shopping, quality of information, and web aesthetics on online stores lazada.co.id. The method used in this study was descriptive quantitative research methods. The population in this study were all internet users in medan city. Data collection techniques, namely the questionnaire and documentation. The sampling technique used in this study is non-probability sampling using 100 respondents who live and stay in medan city and perform at least as much as one-time online transactions as the study sample. Data analysis methods used are validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing via the coefficient of determination (R2), the F test and t test. Tests carried out by using SPSS 16.0 for Windows. The results showed that the analysis of the data by the method of multiple linear regression showed that the variables of ease of payment and information quality positive and significant impact on consumer purchasing decisions at the online store lazada.co.id. It can be seen from simultaneous multiple analysis methods (test F) where F count of greater than 48,846 and 1,985 Ftable Sig.0.000 probability value <0.05a (sig for 0.000 is smaller than α of 0.05), then H0 is rejected, which means that there is joint influence significantly between the five independent variables on the creation of a purchase decision. Based on the partial test (t test) from the five independent variables, the most dominant factor is the ease of payment variable (X1) tcount 7.124. Analysis of the coefficient of determination (R2) seen from the value of R Square of 0.722 (72%) which means that the dependent variable is the purchase decision can be explained by using the independent variable factors which consist of ease of payment, trust, advantages of online shopping, quality of information, and web aesthetics while the remaining 27.8% is influenced by other variables not included in the study