ANALYSIS THE FACTORS INFLUENCE CONSUMER BUYING DECISION ON ONLINE SHOPPING CLOTHING FOR CONSUMER IN MANADO
Abstract: Marketing is an
important thing for marketer in order to achieve the organizational goals. Marketing
is the process of creating, communicating, and delivering products or services
that have value for customers. Marketing nowadays has entered modern phase,
consumer can buy products from virtual store as one of shopping channels. With
a good implementation of marketing strategies can affect a good communication between
organization and target markets. This research is designed to analyze the
factors influence the buying decision on online shopping clothing for consumer
in Manado using Factor Analysis for data reduction that summarizes the observed
factors. The finding resulted all factors are qualified, and the three most
dominant factors based on communality test are Available Products (0.836),
followed by Refund (0.812) and Perceived Ease of Use (0.810). Available
products as the most dominant factor, there are varieties of products only
offered online and unlimited stocks of each product. Refund as the second most
dominant factor which enable the consumer to replace the product that didn’t
meet their requirements. Perceived Ease of use as the third most dominant
factor means that consumer choose to shop online because it is free of effort.
Online shop should provide pre-order service with quick production period to
fulfill consumer needs when the product is out of stock.
Author: Ida Ayu Debora
Indriani
Journal Code: jpmanajemengg160089
