ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN

Abstract

This research was intended to identify the factors that influence consumer purchase in on-line shop 4 Fashion Lovers Surabaya, and the correlation between factors that influence consumer purchase decisions. The research used nonprobability sampling with purposive sampling technique. Involving 100 respondents as samples, with criteria: consumers who gave testimony on the homepage of on-line shop 4 Fashion Lovers and already bought the product between March and July, 2014. The data were processed using Factor Analysis and A Single Equation Path Model. The results showed that the superiority of company, promotion, product quality, and product prices influence consumer purchase decisions in on-line store 4 Fashion Lovers Surabaya. The correlation between factors that influence consumer purchase decisions based on the classification, is as follows: (1) very strong correlation occured between promotion with product prices, (2) there was not strong correlation between the factors that influence the purchase decisions of consumers, (3) fair correlation occured between the superiority of company with promotion and product quality, between product quality and product prices, (4) very weak correlation (considered no correlation) occured between the superiority of company with product prices, between promotion with product quality