Analisis e-marketing terhadap keputusan pembelian konsumen secara online

Immanuel Candra Irawan

Abstract


Internet merupakan salah satu contoh teknologi infomasi di era industri 4.0 ini yang tidak mungkin bisa dihindari dari kehidupan manusia. Internet memberikan keuntungan dan tantangan bagi para pelaku bisnis untuk mempertahankan pangsa pasar dan memperluas bisnisnya. Melalui internet, para pelaku bisnis dapat memasarkan produknya ke konsumen secara online. Dalam berbelanja secara online, konsumen memiliki pertimbangan tersendiri sebelum bertransaksi. Penelitian ini bertujuan untuk menganalisis pengaruh  pemasaran elektronik (e-marketing) melalui media online yang meliputi faktor kemudahan, konten, respon, keamanan, dan kepercayaan terhadap keputusan pembelian konsumen secara online. Sampel yang digunakan dalam penelitian ini sebanyak 150 responden yang berbelanja secara online di Surabaya minimal tiga kali dalam tiga bulan terakhir, dimana mayoritas responden berusia antara 18 hingga 23 tahun. Data dianalisis menggunakan regresi linier berganda menggunakan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa faktor kemudahan, konten, respon, keamanan, dan kepercayaan baik secara parsial maupun simultan berpengaruh signifikan terhadap keputusan pembelian konsumen secara online.

Keywords


Electronic marketing, internet, online, convenience, content, responsiveness, security, trust, purchasing decision

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DOI: http://dx.doi.org/10.14414/jbb.v9i2.1907

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