ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KOPI BUBUK PADA E-COMMERCE DI KOTA MALANG

Abstract

Coffee has become a trend in the people of Malang City today. The coffee consumption behavior provides opportunities for business people in the coffee commodity business field. The rapid development of information technology and the use of current technological advances can be a strategy to help product marketing, namely e-commerce. This study takes 4 factors, namely product quality, price, promotion, and product reviews to make purchasing decisions. The purpose of this study is to analyze the influence of factors in the decision to purchase ground coffee in the city of Malang and also to find out which platform is most widely used for transactions using e-commerce. The basic method of this research is survey and causal comparative. The research location is in the city of Malang. Sampling was carried out by accidental sampling, totaling 143 respondents with the criteria of being at least 17 years old and having bought ground coffee through e-commerce. Data was collected using a questionnaire in the form of google-forms and distributed online. Data analysis was carried out using the SEM-PLS method with the help of the Smartplus3.0 tool. The majority of ground coffee consumers 73.4% in this study used Shopee for their transactions. The results showed that the variables of product quality, price and promotion each individually influenced the purchase decision and the product review variable did not individually influence the decision.
Keywords: ground coffee, product quality, price, promotion, product reviews