<![CDATA[Penelitian ini bertujuan untuk menghasilkan informasi berupa penjelasan yang lebih mendalam tentang pengaruh perilaku konsumen dan terhadap keputusan pembelian produk marketplace, dan memperoleh hasil dari olahan data tentang seberapa besar pengaruh konsumen dan terhadap keputusan pembelian produk marketplace. Responden penelitian ini sebanyak 100 responden, secara umum pengukuran dilakukan dengan menggunakan metode multiple regression. Hasil yang didapatkan dari analisis penelitian ini adalah berdasarkan hasil t hitung X1 = 19,107 dan t tabel 1,660 sehingga t hitung > t tabel, Ho ditolak H1 diterima, artinya bahwa perilaku konsumen memiliki pengaruh signifikan dengan keputusan pembelain, artinya variabel keputusan pembelian berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : Keputusan Pembelian, Perilaku konsumen, Marketplace, Mahasiswa. Abstract This study aims to produce information in the form of a more in-depth explanation of the influence of consumer behavior on purchasing decisions of marketplace products, and obtain results from processed data about how much influence consumers have on purchasing decisions of marketplace products. The respondents of this study were 100 respondents, in general the measurement was carried out using the multiple regression method. The results obtained from the analysis of this study are based on the results of t count X1 = 19,107 and t table 1,660 so that t count > t table, Ho is rejected H1 is accepted, meaning that consumer behavior has a significant influence on purchasing decisions, meaning that the purchase decision variable has a significant effect on purchase decisions. Keywords: Purchase Decision, Consumer Behavior, Marketplace, Students]]>
Copyrights © 2021
