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All Journal International Journal of Business Studies
Rudy Santosa Sudirga
Universitas Bunda Mulia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : International Journal of Business Studies

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The Dominant Factor Affecting Customer Buying Decisions at Online Retail Stores in Jakarta Rudy Santosa Sudirga
International Journal of Business Studies Vol 5 No 1 (2021): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v5i1.158

Abstract

Research on the dominant factors affecting customer buying decisions at online retail stores in Jakarta is based on increasing competition in online retail store businesses such as Tokopedia, Bukalapak, Lazada Indonesia, Kaskus, and others. This increase will have a good impact on improving the economy and also increasing the workforce in Indonesia. The author wishes to find out which of the most dominant factors greatly influences customer buying decisions in shopping at retail stores online in Jakarta. The results of respondents who answered the questions were dominated by respondents with a bachelor degree education background, 110 people (55%), with ages ranging between 31 - 40 years, 114 people (57%), and have an income of 11 - 30 million rupiah per month, 121 people (60.50%), and according to the frequent online shopping between 2-3 times per month, 101 people (50.50%). Based on the results of data processing, there are 6 most dominant factors that influence customer buying decisions in shopping at online retail stores in Jakarta. These factors are Variable Attitudes with Estimate value = 1,325, Time and Cost Efficiency Variable with Estimate value = 1,272, Variable Values ​​with Estimate value = 1,243, Family Variable with Estimate value = 1,215, Beliefs Variable with Estimate value = 1,197, Variety of Choices Variable with Estimate value = 1,091.
Antecedents of Consumer Preferences for Online Shopping in Jakarta Rudy Santosa Sudirga
International Journal of Business Studies Vol 6 No 1 (2022): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v6i1.221

Abstract

Research on the antecedents and preferences of consumers shopping online in Jakarta based on the background of the increasing growth of online business in Jakarta. The growth of this online business will have a good impact on improving the economy and also increasing the workforce in Indonesia. This study aims to determine what are the most dominant variables that greatly influence consumer preferences for the success of online businesses in Jakarta. In the long term, it is very useful to know whether these variables can be applied to the success of online businesses in Indonesia. In collecting the necessary research data, the authors took 200 samples of online business buyers in Jakarta as research data. The research data analysis technique is multiple regression analysis. For this causal research, the author will process research data with Structural Equation Modeling.
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