ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA TOKO ONLINE “FISHEYE OUTLET” SEMARANG
ABSTRACT: Along
with the growth and development of the online store business in Indonesia which
has increased very rapidly. The number of online stores offering the product
are increasing. Particularly at “Fisheye Outlet” online store that sells gadget
accecories and smartphoneaccecories. Increasing competition between online
stores to sell their products, causing Fisheye Outlet online store sales
decline.Fisheye Outlet online store should be able to use the best marketing
strategies to stay afloat. This study uses five variables: quality products,
competitive prices, product variety, store image, and purchasing decisions.
This research hypothesis testing using the data of 100 respondents. The
analysis technique used in this research is to use a software program
Statistical Package for Social Science (SPSS) 20. The result of this study
indicate that variable product quality positively affect to store image. Then,
variable competitive prices, store image, and product variety are positively
affect to purchase decision.
Keywords:
product quality, competitive prices, product variety, store image, purchase decision
Penulis: Reza Pradipta Kiswuryanto, Augusty Tae Ferdinand
