Online Consumer Behavior in Buying Samsung Smartphones

Authors

  • Agus Suryo Murtopo Kusuma Husada University
  • Muhammad Husin Nur Muzakki

DOI:

https://doi.org/10.18196/jbti.v12i3.13492

Keywords:

Ekonomi

Abstract

Purchasing decision is the culmination of consumer behavior, in which finally, the consumers will do purchase having passed through some stages of consumer behavior. In this research, consumer behaviors being the variable of research are price, brandtrust, and online service, while the variable affected is purchasing decision. Purchasing decision implemented online is, of course, more complex than the one implemented directly, in which buyers interact face to face with the sellers. The objective of research is to analyze the effect of price, brandtrust, and online service on purchasing decision made in online purchase in the students of Faculty of Economics and Business, Sebelas Maret University (Universitas Sebelas Maret). Questionnaire was used as an instrument of collecting data in this research and SPSS version 24 software was used to analyze data. Data analysis was carried out using a multiple linear regression. The result of research shows that price, brandtrust and online service quality affect the decision of purchasing Samsung smartphone positively and significantly, either partially or simultaneously.

References

Agyapong, Gloria K.Q. (2011). The Effect of Service Quality on Customer Satisfaction in the Utility Industry-A Case of Vodafone (Ghana). www.ccsenet.org/ijbm International Journal of Business and Management, 6 (5), 203-210.

Al-Nasser, M., Islam, R., Abidin, ISZ., Azam, M., & Prabhakar AC. (2015). Analysis of E-service Quality throught Online Shoping. Research Journal of Business Management, 9 (3), 422-442.

Amy, Dyson and Turco. (2014). The State of Celebrity Endorsement in Sport. Illionis State University.

Arikunto, S. (2014). Prosedur Penelitian. Jakarta: Rineka Cipta.

Basu, Dharmmesta, S dan Handoko T. H. (2014). Manajemen Pemasaran: Analisa Perilaku Pelanggan. Edisi Pertama. Yogyakarta: BPFE.

Ghozali, Imam. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 20. Semarang: Badan Penerbit Universitas Diponegoro.

Guspil, Ahmad. (2014). Pengaruh Kualitas pelayanan online dan Kepercayaan Terhadap Kepuasan Nasabah (Studi Kasus pada Nasabah Kospin Jasa Cabang Wonosobo). Jurnal PPKM UNSIQ I (2014) 40-54 ISSN: 2354-869X.

Haily dan Sri Yanti. (2016). Pengaruh Kualitas pelayanan online, Harga, dan Promosi Terhadap Kepuasan Konsumen pada PT. Prima Tour And Travel. Zona Manajerial ISSN 2087–7331, 8 (2), 13-23.

Kotler dan Armastrong. (2014). Manajemen Pemasaran. Jakarta : Prennhalindo.

Kotler, Philip. (2014). Manajemen Pemasaran. Edisi Kesebelas. Jilid 2. Jakarta: PT. Intan Sejati Klaten.

Lamb, Hair dan Mcdaniel. (2014). Pemasaran. Buku 1. Cetakan ke 3. Jakarta: Salemba Empat.

Lee, Christopher. (2015). 250+ Power Trips Seputar Internet. Jakarta: Elex Media.

Moleong, Lexy J. (2014). Metodelogi Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya.

Nilasari, Eswika & Istiatin. (2015). Pengaruh Kualitas Pelayanan Online Terhadap Kepuasan Konsumen pada Dealer PT. Ramayana Motor Sukoharjo. ISSN: 1693-0827. Jurnal Paradigma, 13 (1), 77-91.

Susilo, Martoyo. (2002). Manajemen Sumber Daya Manusia. Edisi Kedelapan. Yogyakarta : BPFE.

Sutrisno Hadi, M.A. (2014). Metodologi Research. Jilid 1. Yogyakarta: Andi.

Tambunan, Putri Rahmayanti dan Suryawardani, Bethani. (2015). Pengaruh Kualitas Pelayanan Online Terhadap Kepuasan Pelanggan pada PT. JNE Perwakilan Kawaluyaan Tahun 2014. ISSN 2252- 8520. Jurnal Banking and Management Review, 4(2).

Ting, Ong Soo., Ariff, Mohd Shoki Md., Zakuan, Burhayati., Sulaiman, Zuraidah, & Saman., Muhammad Zameri Mat. (2016). E-Service Quality, E-Satisfaction and E- Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia. IOP Conf. Series: Materials Science and Engineering 131. (2016). 012012 doi:10.1088/1757-899X/131/1/012012, 1-10.

Tjiptono Fandy. (2015). Pemasaran Jasa. Jilid 2. Jawa Timur: Bayumedia Publishing.

Utami, Ida Ayu IS dan Jatra, I Made Jatra. (2015). Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan Restoran Baruna Sanur. E-Jurnal Manajemen Unud, 4 (7), 1984-2000.

Widayat, SE. (2014). Metode Penelitian Pemasaran. Malang: UMM Press.

Downloads

Published

2022-01-01

Issue

Vol. 12 No. 3 (2021): December 2021

Section

Article

License

JBTI : Jurnal Bisnis : Teori dan Implementasi is licensed under Creative Commons License Creative Commons Attribution Attribution-NonCommercial-NoDerivatives 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution Attribution-NonCommercial-NoDerivatives 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).