KEPUTUSAN PEMBELIAN MELALUI ONLINE DITINJAU DARI KEMUDAHAN, PROMOSI, KEPERCAYAAN, DAN KUALITAS PRODUK PADA BATIK GUNAWAN DI SURAKARTA

Istibsyaroh, Wulandari KEPUTUSAN PEMBELIAN MELALUI ONLINE DITINJAU DARI KEMUDAHAN, PROMOSI, KEPERCAYAAN, DAN KUALITAS PRODUK PADA BATIK GUNAWAN DI SURAKARTA. KEPUTUSAN PEMBELIAN MELALUI ONLINE DITINJAU DARI KEMUDAHAN, PROMOSI, KEPERCAYAAN, DAN KUALITAS PRODUK PADA BATIK GUNAWAN DI SURAKARTA.

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Abstract

The decision to buy batik products online by consumers can be made because of the convenience, promotion, reliability and quality of products in Batik Gunawan Surakarta. In general, the purpose of this study was to analyze consumer purchasing decisions through online media in terms of convenience, promotion, trust, and product quality. This research type were quantitative descriptive research which sample from a population that uses a questionnaire form as a numerical data collection tool and was used to test predefined hypotheses. The study population are customers in Batik Gunawan Surakarta online with full sampling strategy, the total study sample obtained in 2020 is 67 samples. Data analysis techniques used multiple linear regression, F test, test and coefficient of determination. The results show that there is a simultaneous and partial influence, namely the influence of convenience, promotion, trust and product quality simultaneously on the purchase of online purchases in Batik Gunawan Surakarta

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