Determinan Keputusan Belanja Online Customer Hijab Ar Rafi Di Galeri Diandra Demak

Abstract

Abstract

This research was conduct to determine of the influence of brand image, intensity of promotion and online shopping culture to decision purchasing on Ar Rafi hijab customers Diandra galery Demak. The type of research is used explanatory research. The population of this research is all links under the Ar RAfi hijab agent in Diandra galery Demak. The research method used by quantitative methods. The technique of determining sample was used by purposive sampling. This study, used 50 respondents became sample. Data analysis was tested use multiple linear regression analysis technique, with SPSS software. Data collection techniques through online questionnaires used a Likert scale. The results based on partial tested are that brand image has a positive and significant effect on purchasing decision, promotion intensity has a positive and significant effect on purchasing decision, while online shopping culture also has a positive and significant effect on purchasing decision. Based on results of simultaneous tested, brand image, promotion intensity and online shopping culture have a positive and significant effect on decision by 57.4%. It means that, 42.6% of purchasing decision are influenced by other variable outsidefrom model of this reserch. For further researchers,  variables else should be included, such as product completeness, product quality, emotional factors, social bonding factors and others so that research results can be more varied so that it is possible to make alternative decision.

Keywords: brand image, promotion intensity, online shopping culture, purchasing decision.

Abstrak

Penelitian ini dilakukan untuk mengetahui sejauh mana pengaruh citra merk, intensitas promosi dan budaya belanja online terhadap keputusan pembelian pada customer  hijab Ar Rafi di galeri Diandra Demak. Jenis penelitian yang digunakan adalah penelitian explanatory research. Populasinya adalah semua link di bawah agen hijab Ar Rafi Diandra Demak. Penelitian menggunakan metode kuantitatif. Teknik penentuan sampel dengan cara purposive sampling. Dalam penelitian ini jumlah sampel yang digunakan 50 responden. Analisis data diuji dengan menggunakan teknik analisis regresi linier berganda dengan bantuan software SPSS . Teknik pengumpulan data melalui kuesioner online dengan menggunakan skala likert. Hasil berdasarkan pengujian secara parsial dalam penelitian ini adalah citra merk terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian, intensitas promosi berpengaruh positif dan signifikan terhadap keputusan pembelian  sedangkan budaya belanja online juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan hasil pengujian simultan menunjukan citra merk, intensitas promosi dan budaya belanja online berpengaruh positif dan signifikan terhadap keputusan sebesar 57,4%. Dengan kata lain, 42,6% keputusan pembelian dipengaruhi oleh faktor lain di luar penelitian ini. Untuk peneliti selanjutnya supaya disertakan variabel-variabel lain misalnya seperti kelengkapan produk, kualitas produk, faktor emosional, faktor ikatan sosial dan lain-lain supaya hasil penelitian dapat lebih bervariasi sehingga memungkinkan dalam pengambilan alternatif keputusan.

Kata kunci : citra merk, intensitas promosi, budaya belanja online, keputusan pembelian