KEPUTUSAN PEMBELIAN ONLINE MELALUI SITUS JUAL BELI LAZADA TERHADAP PERILAKU KONSUMTIF MASYARAKAT PONTIANAK KALIMANTAN BARAT

Dina Octaviani
Viren Pratama (Fakultas Ekonomi, Universitas Panca Bhakti)

JEM : Jurnal Equilibrium Manajemen
Vol 7 No 1 (2021): Jurnal Equilibrium Manajemen (JEM)

This study aims to determine the relationship between purchasing decisions, products, prices, services, risks to consumer behavior. The method used is a quantitative approach using multiple linear regression analysis, supported by statistical tests, using the SPSS version 20. Partial testing of the purchase decision coefficient there is a relationship to consumptive behavior of 1,721 or 17.21%. The product coefficient is related to the consumptive behavior of 1,962 or 19.62%. The price coefficient is related to the consumptive behavior of 1.188 or 11.88%. The coefficient of service there is a relationship to consumptive behavior of -0.705 or -07.05%. The risk coefficient is related to consumptive behavior of 3,811 or 38.11%. Partially there is a relationship between purchasing decisions, products, prices, services and risks to consumptive behavior.