Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Online Melalui Social Media pada Mahasiswa Perguruan Tinggi di Surabaya
Submission Date: 2021-07-28 21:04:44
Accepted Date: 2022-02-26 00:00:00
Abstract
Sosial media saat ini semakin berkembang dan me-miliki berbagai manfaat, diantaranya menjadi tempat untuk berbisnis (bisnis online) sebagai sarana untuk bertransaksi ma-upun tempat untuk melakukan pemasaran. Semakin banyak-nya kompetitor, membuat pelaku bisnis online maupun yang akan membuka bisnis online perlu mengetahui faktor yang da-pat mempengaruhi seseorang melakukan pembelian online. Menurut penelitian yang telah dilakukan pew research centre pengguna social media terbanyak berusia 18-29 tahun dan ber-dasarkan penelitian dari Kompas mahasiswa memiliki minat belanja yang tinggi atau cenderung memiliki sifat konsumtif. Oleh karena itu pada penelitian ini akan dilakukan analisis faktor-faktor yang mempengaruhi keputusan pembelian online melalui social media pada mahasiswa Perguruan Tinggi di Surabaya dengan menggunakan metode statistik yaitu regresi logistik biner. Faktor yang diduga mempengaruhi adalah ke-amanan, kepercayaan, kualitas layanan, harga, promosi, dan brand awareness. Hasil analisis menunjukkan faktor yang da-pat mempengaruhi keputusan pembelian online mahasiswa Perguruan Tinggi di Surabaya melalui social media adalah kualitas layanan dan brand awareness.
Keywords
Bisnis Online; Brand Awareness; Regresi Logistik Biner; Social media
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