PENGARUH PROMOSI, KEMUDAHAN PENGGUNAAN, KEPERCAYAAN KONSUMEN DAN KUALITAS INFORMASI TERHADAP MINAT BELI DI SITUS BUKALAPAK (Pada Mahasiswa Universitas Diponegoro)
Abstract: The purpose of this
study is to analyze whether there is influence of promotion, ease of use,
consumer trust and quality of information on buying interest in Bukalapak
online sale site. The sampling technique used in this research is purposive
sampling approach, that is College Students of Diponegoro University who have
accessed Bukalapak website but have never made a purchase. The sample used is
as much as 100 respondents.
The sampling technique used in this research is purposive sampling
approach, that is College Students of Diponegoro University who have accessed
Bukalapak website but have never made a purchase. The sample used is as much as
100 respondents. The data were collected by using questionnaires. The analysis
method used is multiple regression analysis and the operation uses SPSS version
22.
The results showed that promotion, ease of use, consumer confidence and
quality of information have a positive influence on buying interest in
Bukalapak online sale site. Information quality
became the highest
influence in this
research. and consumer
trust, ease of
use and promotion sequentially
have the highest influence in this study after the quality of information
Keywords: promotion, ease of
use, consumer trust, information quality, buying interest
Penulis: Asterina Widhiani,
Idris
Kode Jurnal: jpmanajemendd180405
