PENGARUH PENERAPAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pengguna Steam Valve) - Astri Wulandari; Hendrian Pratama Putra (LPPM Universitas BSI, 2015)
Abstract - The development of increasingly advanced technology requires many companies to improve its ability in the implementation of E-commerce. For that companies must understand what is contained E-commerce from Price (Price), Number of Options (Assortment), Leisure (Convience), and entertainment (Entertainment) to appear the purchase decision. This is realized by Steam Valve, by looking at the number of young children who like to play games. Start of the game without charge or paid.The purpose of this study was to determine the effect of the application of e-commerce and its influence on purchasing decisions Steam Valve. The method used in this research is descriptive method, data collection via questionnaires. Test data through validity and reliability test. Statistical analysis via classical assumption test, simple linear regression analysis, correlation analysis, coefficient of determination and hypothesis testing. By sampling that Valve Steam users by 2015.Based on the results of hypothesis testing in partial implementation of E-commerce (X) has a significant influence amounted thitung (4.503)> t table (1.66), simultaneous hypothesis testing showed that the implementation of E-commerce influence on purchasing decisions because Fhitung (20.273)> Ftabel (3.94). Based on simple linear regression analysis results obtained Y = 10.134 + 0,3762X. Based on the coefficient determination test, it can be concluded that the Ecommerce has a significant influence on purchasing decisions, with the percentage of 17,1,2% while the remaining 83.9% is influenced by other factors outside of consumer behavior had not been examinedon this research.Keywords: Marketing, E-commerce, Purchase Decision Abstrak - Perkembangan teknologi yang semakin maju menuntut banyak perusahaan meningkatkan kemampuannya dalam penerapan E-commerce. Untuk itu perusahaan harus memahami apa yang terkandung E-commercemulai dari Harga (Price), Jumlah Pilihan (Assortment), Kenyamanan (Convience), dan Hiburan (Entertainment)hingga mucul keputusan pembelian. Hal ini disadari oleh Steam Valve, dengan melihat banyaknya anak muda yang gemar bermain game. Mulai dari game tanpa biaya maupun berbayar.Tujuanpenelitian ini adalah untuk mengetahui pengaruh penerapane-commerce dan pengaruhnya pada keputusan pembelian Steam Valve. Adapun metode yang digunakan dalam penelitian ini adalah metode deskriptif, pengumpulan data melalui kuesioner. Uji data melalui uji validitas dan reliabilitas. Analisis statistic melalui uji asumsi klasik, analisis regresi linier sederhana, analisis korelasi, koefisien determinasi dan pengujian hipotesis.Dengan pengambilan sampel yaitu pengguna Steam Valve tahun 2014. Berdasarkan hasil uji hipotesis secara parsial penerapanE-commerce (X) memiliki pengaruh yang signifikansebesar t hitung (4,503) > t (1,66), Uji hipotesis secara simultan menunjukan bahwa penerapan E-commerce berpengaruh terhadap keputusan pembelian karena F (20,273) > F tabel tabel (3,94). Berdasarkan analisis regresi linier sederhana diperoleh hasil Y = 10,134 + 0,3762X Berdasarkan uji koefisien determinasi, maka dapat diambil kesimpulanbahwa E-commerce memberikan pengaruh yang signifikan terhadap keputusan pembelian, dengan persentase sebesar 17,1,2% sedangkan sisanya sebesar 83,9% dipengaruhi oleh faktor lain di luar perilaku konsumen yang tidak di teliti pada penelitian ini.