ANALYZING FACTORS INFLUENCING CONSUMER PURCHASEDECISION ON BUKALAPAK.COM
(Undergraduate Thesis)
By
Abdul Azis
ECONOMIC AND BUSINESS FACULTYUNIVERSITY OF LAMPUNG
BANDAR LAMPUNG2018
ABSTRACT
ANALYZING FACTORS INFLUENCING CONSUMER PURCHASEDECISION ON BUKALAPAK.COM
By
Abdul Azis
The aims of research to analize the factors that influence purchasing decisions,namely cultural factors, social factors, personal factors, and psychological factors.The population in this study was all people in Bandar lampung who had shoppedonline at the bukalapak.com site. The sample in this study were 100 people whohad shopped online at the bukalapak.com which was taken by purposivesampling. The data collection is done using a questionnaire. This research isquantitative descriptive. The variables in this study consisted of four independentvariables namely cultural factors, social factors, personal factors, andpsychological factors and one dependent variable namely the purchase decision.All research variables will be formulated into a questionnaire in the form ofstatements using a Likert scale with 5 levels of choice that is strongly agree,agree, neutral, disagree and strongly disagree. The analytical method used to solvethe problem in this research using the SPSS application, namely MultipleRegression Analysis Test and T Test statistic as well as F Test. The results of theinitial analysis carried out showed that the indicators used were valid to measureexisting variables. The results of further analysis indicate that the four variablesused in this research can explain 40% variation in purchasing decisions, while theremaining 60% is explained by other factors not used in this study. Based on theresults of hypothesis testing, get the calculated F value > F table, then Ho isrejected and Ha is accepted. The T test results show that the calculated T value >T table. Therefore, researchers can conclude the hypothesis in this research that"cultural factors, social factors, personal factors, and psychological factorsinfluence the purchasing decision at the bukalapak.com site".
Keywords: Cultural Factors, Social Factors, Personal Factors, PsychologicalFactors and Purchasing Decisions
ANALYZING FACTORS INFLUENCING CONSUMER PURCHASEDECISION ON BUKALAPAK.COM
By
Abdul Azis
Undergraduate Thesis
As One of Requirements to AchieveBACHELOR OF ECONOMICS
In
Management DepartmentEconomic and Business Faculty University Of Lampung
ECONOMIC AND BUSINESS FACULTYUNIVERSITY OF LAMPUNG
BANDAR LAMPUNG2018
BIOGRAPHY
The researcher named Abdul Azis was born in Serang, July 2, 1994. The
researcher was the first of five children, the son of the couple Mr. Encin Asinta
and Mrs. Een Saenah. The researcher completed elementary school in Cibawang
Elementary School in 2007; Madrasah Tsanawiyah School (MTs) at MTs
Mathla'ul Anwar Sadatani in 2010; Senior High School in Islamic High School
Nurul Fikri Boarding School Anyer in 2013. The researcher was accepted in the
Department of Management, Faculty of Economics and Business, University of
Lampung through the National Selection Entrance to State Universities
(SNMPTN) since 2013.
During being a student, the researcher was active as the administrator of the
Al-Wasi'i Unila Mosque's Executive Board (BPH) in addition to that the
researcher was also active in Student Activity Unit-Faculty (UKM-F) as a
member of ROIS FEB UNILA in Faculty of Economics and Business, University
of Lampung period 2014 - 2015. The researcher conducted KKN in Kuripan
Village, Padang Ratu, Central Lampung in July - August 2016.
MOTTO
“Perhaps You Hate A Thing And It Is Good For You; And Perhaps You LoveA Thing And It Is Bad For You. And Allah Knows, While You Know Not”
(Al-Baqarah: 216)
“Whoever is patient with the difficulties and crushes of his life,then I will be a witness or intercessor for him on the Day of
Judgment”(HR. Tirmidzi)
“He who goes out to seek knowledge is in the way of Allah“( HR. Tirmidzi)
“Whoever comes out in studying is likefight in the way of Allah to go home
search for Science so he is in the way of Allah”(HR.Tirmidzi)
“Indeed, with hardship [will be] ease”(QS. Al-Insyirah 94:6)
“Appreciate Others If You Want To Be Appreciated”(Abdul Azis)
DEDICATION
Alhamdulillah, thanks for the blessings that Allah SWT gives toservants. I give thanks for all that He has given. Sholawat andsalam are for His Majesty the Prophet and His best friend in
Jannah.
I present this simple work to my beloved parents for all sincerelove, all the prayers that have been given, and become a source
of enthusiasm and strength in each of my trips.
For big family, friends, and friends who always give theirenthusiasm, support, and motivation
For academic advisers and research advisers who patientlyprovide input, motivation and support.
And the institutions that helped shape my personality, maturedme in thinking and acting, the beloved alma mater of the
University of Lampung.
ACKNOWLEDGEMENT
The researcher gives thanks to Allah SWT who has given His grace and guidance
to the researcher in completing his thesis entitled "Analyzing Factors Influencing
Consumer Purchase Decision On Bukalapak.Com". The researcher would like to
thank:
1. My Parent Encin Asinta and Een Saenah who has given me such a great
strength and courage along with unending determination to finish my study.
2. Dean of economic and business faculty, Mr. Prof. Satria Bangsawan. S, E.,
M.Si., without your help there won’t be such a great advance in this faculty.
3. Mrs. Dr. R.R. Erlina, S.E., M.Si, who always helps its student to follow the
academic path.
4. Advisor, Mrs. Roslina, S.E., M.Si. who always gives encouragement and
guidance along the academic year and the completion of this research
5. Co-advisor, Mrs. Yuniarti Fihartini, S.E., M.Si. and Mr. Afri Aripin, S.E.,
M.S.M. who has been patient to guide me throughout my academic year, from
my enrollment until my graduation.
6. Academic supervisor, Mrs. Yuningsih, S.E., M.Si. who has given an
enlightenment for my career, my study, and personal aspects of my life.
7. Mr. Driya Wiryawan,S.E.,M.M. as -- Examiners who always provide criticism
and constructive input to perfect this research;
8. Mr. and Mrs. Lecturer of the Department of Management, who have provided
valuable learning and understanding;
10. My siblings Mustahik Gani, Suryana, Habli, and Imron for the love, prayer,
enthusiasm, and motivation that is always given;
11. The family of BPH Masjid Al-wasii: Ave Suakanila Fauzisar, Muhrodin,
Firdaus, Muhammad Mutaqin, Arif Rahman, Maqbulloh Rohman, Mahfudin,
Anas Fauzi, Abdul Ajis, Megi Adi Guna, Maksum Soleh, Rifki Maulana,
Atmim Maulana, M Karim Amrullah, Usmanudin, Hariri, Dani, Mukhsin,
Aris, Lukman, Yoga, Sirwan, Afif, Rahman, Aji, Hedi, Heman, Ulil, which
continues to provide advice and friends exchange extraordinary ideas, thank
you for our togetherness and kinship so far we hope that we can achieve all
our dreams and ideals and be reunited in a healthy and successful state.
Aamiin;
12. A classmate as well as my big family Management 2013, thank you for our
friendship and support during the lectures until now, good luck always with
us, Aamiin;
13. My classmate in International class Squad Management 2013, Fajar Wahyudi,
Ficky Tiyoga, Irfan dwi kinanda, Ginanjar Agung, Nabila Femiliana, Annisa
Nurawalia, and Novita Supardi. thank you for our friendship and support
during the lectures until now, good luck always with us, Aamiin;
14. All parties involved during the research and preparation of this thesis. The
researcher hopes that good deeds will be accepted by Allah and this simple
thesis can be utilized as well as possible.
This research may not be excluded with mistakes. Therefore, my deepest apology
for those mistakes and I humbly accept all of critics and suggestions for this
research.
Best Regards,
Bandar Lampung, December 2018
Abdul Azis
CONTENT LIST
Page
CONTENT LIST............................................................................................ i
TABLE LIST.................................................................................................. iii
FIGURE LIST................................................................................................ iv
I. INTRODUCTION
A. Background ................................................................................................ 1
B. Problem Formulation ................................................................................. 11
C. Research Purposes ..................................................................................... 12
D. Research Benefits....................................................................................... 12
II. LITERATURE REVIEW, FRAMEWORK AND HYPOTHESIS
A. Marketing................................................................................................... 13
B. Marketing Management ............................................................................. 13
C. Consumer Buying Behaviour..................................................................... 14
D. Purchase Decision...................................................................................... 19
E. Previous Research...................................................................................... 22
F. Hypothesis Development ........................................................................... 23
G. Framework ................................................................................................. 26
III. RESEARCH METHODOLOGY
A. Research Design......................................................................................... 28
B. Operational Variable Description .............................................................. 28
C. Measurement Scale Variable ..................................................................... 30
D. Population and Sample .............................................................................. 31
E. Data Collection Method............................................................................. 33
F. Data Analysis Method................................................................................ 33
G. Hypothesis Test.......................................................................................... 36
IV. RESULT AND DISCUSSIONS
A. Descriptive Statistics.................................................................................. 40
ii
B. Validity and Reliability Tests .................................................................... 46
C. Qualitative Analysis.................................................................................. 48
D. Quantitative Analysis................................................................................ 59
E. Testing Statistical Hypotheses ................................................................... 62
F. Determination Test Adjusted R2 ................................................................ 64
G. Discussion .................................................................................................. 64
V. CONCLUSION AND SUGGESTION
A. Conclusion ....................................................................................................... 67
B. Suggestion........................................................................................................ 67
REFERENCES............................................................................................... 69
ATTACHMENT
Table List
Table Page
Table 1.1 Top Ten Online Retail Goods In Indonesia ..........................................6
Table 2.1 References Previous Research ..............................................................22
Table 3.1 Variable Operational Definitions ..........................................................30
Table 4.1 Respondent Characteristic Based on Age .............................................40
Table 4.2 Respondent Characteristic Based on Gender ........................................41
Table 4.3 Respondent Characteristic Based on Occupation .................................42
Table 4.4 Respondent Characteristic Based on Income Per Month......................43
Table 4.5 Respondent Characteristic Based on Purchased Items .........................44
Table 4.6 Respondent Characteristic Based on Shopping
Frequency In One Month .....................................................................45
Table 4.7 Respondent Characteristic Based on Time Shopping...........................45
Table 4.8 Validity Test..........................................................................................46
Table 4.9 Reliability Test ......................................................................................48
Table 4.10 Results of Respondents Answer about Cultural Variables (X1).........49
Table 4.11 Results of Respondents Answer about Social Variables (X2)............52
Table 4.12 Results of Respondents Answer about Social Variables (X3)............54
Table 4.13 Results of Respondents Answer about Psychological
Variables (X4).....................................................................................55
Table 4.14 Results of Respondents Answer about Purchase Decisions
Variables (Y).......................................................................................57
Table 4.15 Multiple Linear Regression.................................................................60
Table 4.16 t Test....................................................................................................62
Table 4.17 Hypotheses Testing the Effect of Variable X To Y ............................62
Table 4.18 F Test...................................................................................................63
Table 4.18 Determination Coefficient (R2)...........................................................64
Figure List
Figure Page
Figure 1.1 Growth Of Internet Users ..............................................................................2
Figure 1.2 The Composition Of Internet Users By Age .................................................3
Figure 1.3 E-Commerce Sales In Indonesia2016-2022 (Forecasting)............................5
Figure 2.1 Five Stages Of Decision Making Process .....................................................20
Figure 2.2 Framework Research .....................................................................................28
I. INTRODUCTION
A. Background
Nowadays science and technology are growing fast. Every year research by
research is conducted by researcher in order to develop the science that exists
now. Begins from invention of computers until mobile phones that we can use
today. Almost all people have mobile phone at least one mobile phone for each
person which is connected to the internet. Internet changes everything, because of
the internet, distance is no longer an obstacle for us to interact each other, and the
boundaries of the country become blurred since we can communicate with others
in any country at the real time. Easiness to access internet provided by various
cellular service providers make our activity more flexible without have constraints
of distance and time. Even our mobility in working, learning, and doing business
becomes easier.
According to Asosiasi Penyelenggara Jasa Internet Indonesia (APJII) in 2016,
internet users in Indonesia reached 132.7 million with penetration about 51
percent of the population. For active social media users it reaches 106 million
with penetration about 40 percent, and active mobile social media users reach 92
million or about 35 percent of the population. While in APJII 2017 the number of
internet users in Indonesia reached 143.26 million people. That number increased
8% from the previous year, whichis 132.7 million people. The number of internet
2
users in 2017 covers 54.68% of the total population of Indonesia that reached 262
million people.
The following is the number of internet users in Indonesia from 1998-2017:
FIGURE 1.1Growth of Internet UsersSource: APJII 2017
From the Figure 1.1, we can see that the number of internet users in Indonesia
continues to increase from year to year. From 1998 internet users Indonesia only a
half million users but after 19 years the number increased to 143.26 million
people in the year 2017. Popular online activities include mobile messaging and
social media. The most popular social network in Indonesia is Facebook, twitter,
Instagram, whatsapp, line, etc.
The Internet continues to be the most democratic of all the mass media. With a
very low investment, anyone can have a web page in Internet. This way, almost
any business can reach a very large market, directly, fast and economically, no
matter the size or location of the business. And internet can be used by anyone
and any age.
3
The following is the data composition of internet users in Indonesia by age:
FIGURE 1.2 The Composition of Internet Users By Age
Source: APJII 2017
From the Figure 1.2, the most users is in the age range 19-35 years as much as
49.52%. Then the second in the age range 35-54 years as much as 29.55%. The
third is in age range 13-18 years as much as 16.68%. And the last above 54 years
as much as 4%. With the amount and composition, currently the internet is used in
all segments of good government, social services, even in the field of business.
In business side, internet has a lot of benefits, internet can be used to make
money by providing goods or services. Internet used as a tool of media promotion
to offer goods and services. Promotions made through the internet are conducted
in various media, whether it is a blog, or social media like facebook, instagram,
twitter, etc. Currently, Social media is a place for people to interact each other.
4
Social media users become a new society in cyberspace regardless of nation or
territory boundaries. People actively in social media called ‘Netizen’.
Netizen is a term that is formed from the word ‘Internet and Citizen’. If put
together means 'citizens of the internet' or 'internet world community'. So Netizen
is active internet user (communicating, issuing opinions, collaborating, etc) in the
internet media. It describes a person actively involved in online communities or
the Internet in general. the number of active netizen provides an opportunity for
businesses to sell their products on the internet.
One of the ways to sell products on the internet is through E-commerce.
According Jony Wong (2010), E-commerce is purchase, sale and delivery of
goods and services through electronic systems. Such as radio, television and
computer network or internet. Such as radio, television network and computer or
internet. In other words, Electronic Commerce is a procedure or trade mechanism
of buying and selling where buyers and sellers met in the internet. E-commerce
can also be defined as a way to shop or trade online or direct selling which utilizes
Internet facilities such as websites that can provide services get and deliver.
Electronic commerce involves more than one company, and can be applied in
almost every type of business relationship. E-commerce allows the company to
sell products and services online.
In Indonesia, the numbers of e-commerce in 2016 are 26,2million unit. The
number increase in the last ten years from 2006 to 2016 about 17%. Even so the
value of e-commerce transactions in Indonesia only 1% of the total value of
5
existing transactions. But in big cities such as Jakarta the value of online
transactions has reached 20% of the total transactions in Jakarta.
The following is the data of E-commerce sales in Indonesia
FIGURE 1.3 E-commerce sales in Indonesia 2016-2022 (forecasting)
Source: www.statista.com
From the Figure 1.3, we can see that every year the value of e-commerce sales
in Indonesia increased. In 2016 the value of e-commerce sales 5,780 billion U.S.
dollars. In 2017 increase become 7,056 billion U.S. dollars, then the forecasting in
2018 would be 8,591 billion U.S. dollars, and in 2019 its value reached 10,369
billion U.S. dollars. In 2020 reach 12, 341 billion U.S. dollars. In 2021 is 14,415
billion U.S. dollars. In 2022 forecasting reach 16,475 billion U.S. dollars. E-
commerce sales transaction in Indonesia forecasted increasing year by year.
6
The following table is data of ten companies engaged in electronic commerce in
Indonesia:
TABLE 1.1 TOP TEN ONLINE RETAIL GOODS IN INDONESIA
No Site Rang InIndonesia
RankIn
TheWorld
BounceRate
Daily Pageviews Per
Visitor
DailyTimeOnSite
1 Tokopedia.com 6 169 32.40% 6.89 11:50
2 Bukalapak.com 9 232 39.40% 5.03 8:29
3 Lazada.co.id 22 646 55.70% 2.95 4:35
4 Blibli.com 27 921 62.40% 2.10 2:08
6 OLX.co.id 52 1.739 19.80% 11.40 13.21
7 Bhinneka.com 182 11.140 57.90% 2.17 2:54
8 Blanja.com 231 12.965 61.10% 2.19 2:47
9 Elevenia.co.id 272 17.339 55.50% 3.91 6:10
10 Zalora.co.id 388 17.720 45.10% 4.78 6:21
Source: alexa.com, 26 March 2018
Base on the table 1.1, we know that the top 10 ranking e-commerce. Tokopedia
leads all e-commerce. The top 10 rankings are Tokopedia.com, Bukalapak.com,
Lazada.co.id, Blibli.com, Shopee.co.id, OLX.co.id, Bhinneka.com, Blanja.com,
Elevenia.co.id, and Zalora.co.id. The data was taken from site alexa.com. Alexa is
a site that provides information about the rankings of various sites, some people
consider the reputation of their website or blog from their ranking in Alexa, the
smaller the Alexa rating is the greater your ranking in Alexa
In line with the development of online shops, conventional store close off some
of its branches as happened in Jakarta, the following is the list of stores that close
the branches in Jakarta (Setyani, 2017) :
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1. 7 eleven, 7-eleven officially closed all outlets on June 30, 2017 because of a
loss of Rp. 447.9 billion in the first quarter of 2017. As many as 1200 to 1300
employees were fired.
2. Matahari, PT. Matahari department store closed its two outlets in Pasar Raya
Blok M and Pasar Raya Manggaraiat the end of September 2017. The closure
was due to less visitors.
3. Disc Tarra, retail company CD music Disc Terra closed their outlets at the
end of 2015. the closure is caused because music lovers now prefer to
download music or movies from the internet.
4. Lotus, lotus retail store located in Thamrin, Central Jakarta. Closed last
october. Lotus also plans to close their outlet stores elsewhere.
5. Debenhams, this British retail store has closed outlets in Kemang village and
supermarket Karawaci. by the end of 2017, all Debenhams outlets will be
closed.
The reasons of the conventional store to close off several branches in Jakarta
are tight competition in the retail industry and also the influence of the internet
that makes retail entrepreneurs divert some of their business on the internet.
Therefore, retail entrepreneurs cut costs by closing some of their branches and
making online versions. Meanwhile, companies that from the beginning focus on
online transactions is growing rapidly, such as bukalapak.com. Bukalapak.com
was founded by Ahmad Zaky in 2010. Currently bukalapak.com becomes one of
the famous online markets in Indonesia.
One of the reason researchers choose Bukalapak as the object research because
Bukalapak have a pricing strategy that is not owned by other marketplaces.
8
Bukalapak provide a special feature that allows buyers to negotiate prices before
buy the product. This is interesting because price negotiation is one of Indonesian
society culture that is applied in Bukalapak.
Bukalapak is one of the online marketplaces in Indonesia that provides
facilities of buying and selling from consumers to consumers. Everyone can open
an online store in Bukalapak and serve buyers from all over Indonesia for one unit
or many unit transactions. Bukalapak has slogan 'easy and reliable online trading'
because Bukalapak provides a hundred percent money back guarantee to the buyer
if the seller does not deliver the goods.
At the beginning of its establishment in 2010, Bukalapak.com site is only a
means of meeting prospective buyers with sellers and products offered more
devoted to second products (used goods / goods that have been used). Along with
its development, Bukalapak.com began to do various innovations. The
innovations include: (1) change of logo and basic color of the site, (2) addition of
various product subcategories, (3) launch of open wallet payment system, (4)
launch of the mobile app for android, and (5) the addition of a quick buy feature
for consumers who want to shop without registering.
According to inet.detik.com on August 3 2017, sales transaction of
bukalapak.com in 2017 each month reaches 1 trillion rupiah with daily average
transaction 150,000 transactions. It is make bukalapak growing rapidly, and
become top 10 online marketplaces in Indonesia.
Indonesia as a big country have a huge number of population. All populations
in Indonesia have the potential to become consumer’s bukalapak.com. We are
9
aware that all of us are consumers. We consume things of daily use; we also
consume and buy these products according to our needs, preferences and buying
power. These can be consumable goods, durable goods, specialty goods or
industrial goods. In our globalizing world the competition among the firms
producing the same goods andservices have intensified and the consumer, who is
considered the principal focus point in a modern business approach, become more
and more important. Consequently, knowing the consumers buying behavior
become a necessity for firms. Consumer’s buying behavior are influenced by
cultural, social, personal and psychological factors (Kotler and Armstrong 2012).
Booth and Shepherd in Koutroulou and Tsourgiannis (2011) observed that
cultural and economic factors, consumer’s personality, attitudes, values and
emotions affect consumers’ decision-making process regarding food selection.
Similarly, Speiers, Gundala and Singh (2014), noted that consumer behavior is
influenced and motivated by factors such as culture, personality,lifestyle, income,
attitudes, motivators, feelings, knowledge, ethnicity, family, values, available
resources, opinions, experiences, peer groups and other groups. Speaking in the
same vein, Sethi and Chawla (2014) added that certain factors the buyer’s
characteristics, psychological factors as well as social and cultural factors
influence the buying process of consumers. Culture, subculture and social class
are known to have profound influences on people behavior because they are
powerful drivers in the formation of attitudes, beliefs and values (Blythe, 2008).
Similarly, Kotler and Armstrong (2012) observed that people in a particular
society hold certain beliefs and values that tend to resist change. This explains
why certain consumption behavior is hard to change once developed. Consumer
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behavior is a part of human behavior and by studying previous buying behavior,
marketers can estimate how consumers might behave in the future when making
purchasing decisions (Kotler and Armstrong 2012).
In this study, the cultural, social, personal and psychological factors were
investigated. The following explanation about cultural, social, personal and
psychological characteristics of consumer behavior.
Cultural factors, the intricate symbols and artifacts created by a given society
and passed down from generation to generation as determinants and regulators of
human behavior (Stanton, 1990). These factors include Subculture, Social class in
which a person is living, cultural factors have a great influence because it relates
to the values that have been implanted in the life of the person in a relatively long
time. For example, Indonesian society culture when shopping is price negotiation,
price negotiation habits lead consumers to search for online stores that provide
price negotiation features.
Social factor, this factor has big influence. Social factor is an effect certain
groups where the person live, this factor includes the reference group, the family,
the role and the status, for example someone who wants to do online shopping for
the first time, he will first ask his friends and people around him which have good
reputation online store, when he gets recommendations from people around him
then he decided to shop at the online store.
Personal factors, these factors are internal factors that exist within a person
related to the ability to purchase a product. Personal factors include the age and
life cycle of the family, occupation and economic environment, lifestyle, and
11
personality. For example, someone who is very busy will choose to shop online
rather than go to the store to buy directly.
Psychological factors, it is including motivation, perception, learning, beliefs
and attitude , for example, in shopping at online store someone will see the
reputation of the online store, and will choose to shop at a reputable online store.
To know the consumer deeper we must know the factors that influence
consumer behavior. The factors that influence consumer behavior are cultural,
social, personal, and psychological. From the explanation above, the title of this
research is “Analyzing Factors Influencing Consumer Purchase Decisions on
Bukalapak.com”
B. Problems Formulation
In line with the increasing number of e-commerce, conventional retail stores
close several outlets in various locations, on the other hand, e-commerce
transaction are increasing, for example bukalapak.com that can reach 150.000 per
month in 2017. According to explanation, this study tries to answer the following
question:
1. Do the cultural factors affect the purchase decision of online shopping in
bukalapak.com?
2. Do the social factors affect the purchase decision of online shopping in
bukalapak.com?
3. Do the personal factors affect the purchase decision of online shopping in
bukalapak.com?
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4. Do the psychological factors affect the purchase decision of online
shopping in bukalapak.com?
C. Research Purposes
This study has the following purposes:
1. To know whether the cultural factors influencing purchase decision of
online shopping in bukalapak.com
2. To know whether the Social factors influencing purchase decision of
online shopping in bukalapak.com
3. To know whether the personal factors influencing purchase decision of
online shopping in bukalapak.com
4. To know whether the psychological factors influencing purchase decision
of online shopping in bukalapak.com
D. Research Benefits
The result of the research is expected to give benefits as follows:
1. Benefits for the company
The results of this study can be a feedback or input for companies who
become the object of research.
2. Benefits for academics:
The benefits of this research for researchers are to increase knowledge and
insight and can apply the knowledge that has been obtained during the
lecture.
3. Benefits for Readers
The result of this study is expected to become knowledge for the readers
and further research.
II. LITERATURE REVIEW, FRAMEWORK AND HYPOTHESIS
A. Marketing
According to Tjiptono (2002), marketing is a social and managerial process in
which individuals and groups get what they need and want through the creation,
offering, and exchange of everything of value to other people or groups. While
according to Kotler and Amstrong (2012) Marketing is a social process by which
individuals and groups obtain what they need and want through creating, offering,
and freely exchanging products and services of values with others.
According to the definitions above, it can be concluded that marketing is a
social and managerial process that are individuals and groups interact to get what
they need and want by creating, offering and exchanging values for others. The
social and managerial process in this case shows the marketer's role in marketing
the product. The social process means that marketers interact and play their roles
directly in society. The goal is to produce a higher standard. While Managerial
process is the marketer has a strategy to sell the product sold. (Kotler& Keller,
2012).
B. Marketing Management
Marketing management is a way that companies do in managing and executing
the process of exchange of products offered. In addition to managing how the
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product can be known by the public as a potential consumer marketer managers
also need to pay attention to how the process of follow-up of the introduction of
the product. People who interested in the products offered should receive clear
information about product and where they go to get the product. In order to
understand better the concept of marketing management. The following is a few
definition of marketing management according to the expert:
According to Kotler and Keller (2012) Marketing management is the art and
science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value.
According to Tjiptono (2002), marketing management is the process of planning
and executing the conception of pricing, promotion and distribution of goods,
services and ideas to create exchanges with target groups that meet customer and
organizational goals.
According to the definitions, marketing management is a series of activities
doing by the company consciously to generate exchange of goods and services for
the achievement of corporate goals. This is in line with the company's primary
goal of increasing the company's own assets and in this case marketing
management is the tool used to achieve that goal.
C. Consumer Buying Behavior
Consumer behavior is the study of the ways of buying and disposing of goods,
services, ideas or experiences by the individuals, groups and organizations in
order to satisfy their needs and wants (Kotler and Keller, 2012).
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Consumer’s behavior is behavior that consumer show in searching, purchasing,
using, evaluating, and disposing of products and services that they expect will
satisfy their needs. (Schiffman, Kanuk, 2004). Consumer behavior influence by
several factors:
1. Cultural Factor
a. Subculture
A group of people who share the value system based on equality of life
experiences and circumstances, such as nationality, religion, and region (Kotler &
Armstrong, 2012). Although consumers in different countries have similarities,
values, attitudes, and behaviors often differ dramatically. (Kotler, Bowen,
Makens, 2010).
b. Social class
Grouping individuals based on shared values, interests, and behaviors. Social
groups are not only determined by a single factor such as income, but also
determined by work, education, wealth, and others (Kotler & Amstrong, 2012).
2. Social Factor
a. Reference Group
A person's attitudes and behavior are influenced by a lot of small groups. The
group where the person living has a direct influence is called a membership group.
Membership group consists of two, including primary groups (family, friends,
neighbors, and co-workers) and secondary groups that are more formal and have
fewer routine interactions (religious groups, professional associations and trade
unions).(Kotler, et al. 2010 ).
16
b. Family
Families have a great influence on buying behavior. Market participants have
played the role and influence of husbands, wives, and children in purchasing
different products and services. Children as an example, give a big influence in
decisions involving fast food restaurants. (Kotler, Bowen, Makens, 2010).
c. Roles and status
Kotler and Amstrong (2012) explain someone has several groups such as
family, associations, and organizations. A role consists of activities expected in a
person to do according to the people around him. Each role brings a status that
reflects the general respect given by the society.
3. Personal Factors
a. Economic situation
The buying tendency of a buyer is always directly related to the economic
situation or income of a buyer. Any individual who have higher level of
disposable income will buy expensive and premium products compared to people
who having middle or lower level income. What an individual buys depict the
economic situation of the person. For example; a person who has high income
could afford and decide to buy the luxury items but a person who has lower
income would buy grocery items rather than thinking to buy luxury items.
b. Lifestyle
17
According to Kotler and Amstrong (2012). Lifestyle is the tendency of a
person to live his life both in the short and long term. This pattern of life is
expressed in the person's activities, interests, and opinions. People who come from
the same culture, class, and job may have different lifestyles.
c. Personality and self-concept
Personality is a unique characteristic of psychology that leads to stability and
an ongoing response to the environment of its person, for example people who are
confident, dominant, like socializing, autonomy, defensive, adaptable, and
aggressive (Kotler & Amstrong, 2012). Each person has a complex self-image,
and one's behavior tends to be consistent with the self-concept (Kotler, Bowen,
Makens, 2010).
d. Age and life cycle stage
The change in the age and life-cycle stage, people change buying patterns on
goods and services they buy over their lifetimes. According to Kotler et al
(2010).Tastes in food, clothes, furniture and recreation are generally age related
that changes over the time. Buying is also shaped by the family life-cycle stage.
e. Occupation
Someone's job affects the goods and services purchased. For example,
construction workers often buy lunch from caterers who come to work place.
Business executives, buy lunch from full-service restaurant, while office workers
bring their lunch from home or buy from fast food restaurants (Kotler et al, 2010).
18
4. Psychological Factor
a. Motivation
The urgent need lead a person to seek satisfaction of needs. According to
Maslow's theory, someone is controlled by a need at a time. Human needs are
organized according to a hierarchy that is composed of the most important needs
to the less important needs (psychological, security, social, self-esteem, self-
actualization). When the most important need is satisfied, it will stop being a
motivator, then the person will try to satisfy the next most important need (Kotler
et al, 2010 ).
b. Perception
Perception is the process which a person chooses, organizes, and translates
information to form a meaningful picture of the world. Someone can form many
different perceptions from the same stimulus (Kotler et al, 2010 ).
c. Learning
According to Schiffman at al (2004) Learning is a process, which is constantly
evolving and changing as a result of the latest information received (perhaps
obtained from reading, discussion, observation, thinking) or from actual
experience, both the latest information received and personal experience acts as
feedback for the individual and provides the foundation for future behavior in the
same situation.
c. Beliefs and attitude
Beliefs are descriptive thoughts that a person believes in something. Beliefs
can be based on genuine knowledge, opinions, and faith. While attitudes are
19
evaluations, feelings of likes or dislikes, and a relatively consistent tendency of a
person on an object or idea(Kotler& Armstrong, 2012).
D. Purchase Decision
Cconsumer decision-making process includes five stages that the consumer
goes through before the actual purchase. During these stages, the consumer
recognizes the need, gathers information, evaluates alternatives and makes the
purchase decision. After the actual purchase comes post purchase behavior where
the consumer evaluates the received satisfaction level (Kotler and Armstrong,
2012).
According to Schiffman, Kanuk (2004) The purchase decision is the selection
of two or more alternative purchasing decision choices, before someone
determines a purchase decision against a product. Meanwhile, according to
Mowen and Minor (2012) explains that consumer decision making includes all the
processes through which consumers identify problems, find solutions, evaluate
alternatives and choose between their purchasing options. Five stages of decision-
making that have been identified include problem identification, searching,
alternative evaluation, selection and post-acquisition evaluation. The following
illustrations of the stages are as follows:
FIGURE 2.1 FIVE STAGES OF DECISION MAKING PROCESS
20
1. Problem Recognition
This is the first stage of the Consumer Decision Process in which the consumer
is able to recognize what the problem or need is and subsequently, what product
or kind of product would be able to meet this need. It is often times recognized as
the first and most crucial step in the process because if consumers do not perceive
a problem or need, they generally will not move forward with considering a
product purchase.
2. Information search
Information Search is a stage in the Consumer Decision Process during which
a consumer searches for internal or external information. This stage consumer will
search information about product that will be purchased. The information might
be from experience or from the media such as advertisement in magazine or
newspaper.
3. Evaluation of Alternatives
During this stage, consumers evaluate all of their product and brand options on
a scale of attributes which have the ability to deliver the benefit that the customer
is seeking. The brands and products that consumers compare their evoked set
represent the alternatives being considered by consumers during the problem-
solving process.
21
4. Purchase Decision
During this time, the consumer may form an intention to buy the most
preferred brand because he has evaluated all the alternatives and identified the
value that it will bring him.
5. Post Purchase Evaluation
This is the last stage, post purchase evaluation is the stage which the consumer
will gain a level of satisfaction or dissatisfaction. When the product as expected
consumer will be satisfy. When the expectation consumer exceeds will be so
satisfied. Consequently, when the product less then expectation consumer will be
dissatisfaction. This stage is very important for the company since determine
whether the consumer will be loyal on the product or consumer will buy another
product. If the consumers satisfy the probability to repurchase the product is high.
Terms of decision-making process can be categorized as follow:
1. Fully planned purchase, both of product or brands have been chosen before.
Mostly happen, when involvement product is high (ex. Automotive product)
however might be happen in involving buying product low (household needs).
Planned purchase can be diverted in marketing tactic such as discount, coupon,
and others promotion activities.
2. Partial purchase, intended to purchase an existing product. The final decision
can be known by the discount price, or the product display.
3. Unplanned purchase, both products and brands are selected at the place of
purchase. Consumers often use catalogs and display products instead of shopping
lists. In other words, a display can remind one of the needs and trigger a purchase
22
E. Previous Research
TABLE 2.1 REFERENCES PREVIOUS RESEARCH
No ResearchData
Research Title AnalysisMethod
Research Result
1 KaruniaSetyowatiSuroto,ZaenalFanani andBambang AliNugroho1(2013)
Factorsinfluencingconsumer’spurchasedecision offormula milkin Malang City
MultipleLinearRegression.
Culture, social,personal, psychological,product and pricevariablessimultaneouslyinfluenced thePurchasing decisionprocess of formula milkin Malang City.Partially, however,price variable did notSignificantly influencedpurchasing decision offormula milk. Culturewas the dominantvariable influencingpurchase decision offormula milk in MalangCity.
2 TanjaLautiainen(2015)
Factors affectingconsumers’buying decisioninthe selection ofa coffee brand.
Qualitativeandquantitative,MultipleRegression
The result of the studyhas indications thatsocial, personal andpsychological factorshave effect on aconsumer’s decision-making process whenselecting a coffeebrand.
3 DianPuspitarini(2013)
The Effect ofCultural, Social,Personal,PsychologicalFactors on PizzaPurchaseDecision (Studyon Pizza HutBranchJalanJendralSudirman No. 53Yogyakarta).
MultipleLinearAnalysis
The result are cultural,social, personal andpsychological factorshas a positive andsignificant impact onpurchase decisionsfast food Pizza Hut
23
F. Hypothesis Development
This study analyzes the factors that influence online shopping decisions on
bukalapak.com. These factors include cultural factors, social factors, personal
factors, and psychological factors.
1. The influence of cultural factors on purchasing decisions
According to Edward Burnett Tylor in Soerjono (2010) , Culture is complex
whole which includes knowledge, belief, art, morals, law, custom, and any other
capabilities and habits acquired by man as a member of society. Culture guides
individuals and communities in the effort to meet the needs and desires of goods
and services. Such cultural guidance can be either values or norms. In each
culture, a characteristic of each brings meaning to a product. In the results of
previous research by Dian Puspitarini (2013) states, that culture has a positive
influence on purchasing decisions.
H1: Cultural factors have a positive effect on purchasing decisions online
shopping at bukalapak.com
2. The influence of social factors on purchasing decisions
According Purimahua (2005), social factors are a group of people who are able
to influence the behavior of individuals in doing an action based on habit. These
social factors consist of reference groups, role and status families. Reference
groups are groups that directly or indirectly affect one's attitude and behavior.
Family members can also have a strong influence on buyer behavior. There are
two kinds of families in the life of the buyer, the family as a source of orientation
consisting of parents; and family as source of heredity, that of husband and wife
24
and their children. The position of a person in each group can be explained in
terms of role and status. Each role affects a person's buying behavior (Anoraga,
2000).
Consumer behavior is also influenced by social factors such as reference
groups, families, and the role and social status of consumers. Reference groups
have a direct (face-to-face) or indirect effect on one's attitudes and behavior. The
social class is a caste system in which members of different castes roles may alter
their caste membership, including in the purchase of a product. Social factors can
be seen from relationships with friends, family and parents in influencing
purchasing decisions. The closer the relationship with friends, family and parents,
the greater their influence in determining purchasing decisions. The result of
research by Tanja Lautiainen (2015) showed that social factor have positive and
significant influence to purchase decision. Based on the description above it can
be proposed a hypothesis as follows:
H2: Social factors have a positive effect on purchasing decisions online
shopping at bukalapak.com
3. The influence of personal factors on purchasing decisions
In KBBI, the personal is defined as "human as an individual". Human is a
personal intact, characteristic, and has properties as individual beings. In human
life, human have need that related to personal interests. Personal life is an intact
need and has special and unique characteristics.
Consumer behavior also influence by personal factors consisting of Age and
life cycle stage, occupation, lifestyle, Personality and self-concept, financial or
economic situations. Each person has a different personality. This will affect the
25
buying behavior. Personality refers to the unique psychological characteristics that
generate a relatively constant response to its own environment. Personality is very
useful to analyze consumer behavior for some product or brand choice, or
marketers can also use self-concept or self-image of a person. According to
previous research by Dian Puspitarini (2013) the results of research stated that
there is a positive influence of personal factors on purchasing decisions.
H3: Personal factors have a positive effect on purchasing decisions online
shopping at bukalapak.com
4. The influence of psychological factors on purchasing decisions
Psychological factors consist of motivation, perception, learning, and beliefs
and attitudes. The first psychological factor is motivation. According Suryani
(2013), the process of encouragement so that consumers are moved to buy a
product that is called motivation. Consumer needs more complex encourages a
person to take action to satisfy them by buying goods or services them need.
Further points, according to Solomon's Learning in Suryani (2013) it is defined
that learning is a relatively permanent behavior caused by experience. Consumer
learning is important to make consumers understand about the products offered by
the company. A marketer can use the consumer learning process to see the
consumer's understanding of the advertised product, consumer loyalty to the brand
and other forms that can be expressed through opinions, attitudes and real
behaviors.
Next points are beliefs and attitudes. A belief is consumer's trust in a brand or
product he or she has used. Consumers will believe in a brand if expectations
match the realities they get. According to Kotler and Armstrong (2012), beliefs
26
are the values of a person's point of view to something through descriptive
thinking. Consumers who already have confidence and trust in a particular
product will be encouraged by positive feelings towards the decision to purchase
products or services.
Attitude is a psychological factor that includes in the determination of
consumer behavior in making purchase decisions. Consumer attitudes are
important psychological factors that marketers need to understand because
attitudes are considered to have a positive and strong correlation with behavior.
According to Peter and Olson (2013), Attitude is as a concept that someone does
based on a concept. Consumers who like or be positive about a product tend to
have a strong desire to choose and buy the product it likes. Conversely, if the
consumer negative attitude towards a product, consumers tend not to buy the
product again. According to research results Tanja Lautiainen (2015)
psychological factors have a positive effect on purchasing decisions.
H4: Psychological factors have a positive effect on purchasing decisions online
shopping at bukalapak.com
G. Framework
In this study, researchers will examine consumer behavior by knowing the
characteristics of consumers. It can be seen through the background of consumers
such as environment, needs, income, attitudes, and tastes that can vary between
consumers with other consumers.
In making decision, the consumer considers many factors classified in four
categories. In many authentic marketing texts, these factors are categorized
generally as cultural factors, social, personal and psychological categories.
27
Although marketers cannot influence many of these factors, identifying these
factors is important to identify potential buyers and make products to meet these
needs. Each of these factors has a special dimension (Kotler and Armstrong,
2012).
Based on the theory above, it can be described a research framework as in
Figure:
FIGURE 2.2Framework ResearchSource: Kotler (2012)
III. RESEARCH METHODOLOGY
A. Research Design
Type of this research is descriptive and verificative, According to Sugiyono
(2012) "A descriptive Method is a study conducted to describe the independent
variables, both one or more variables (independent variable) without making
comparisons and find the variables with other variables ". Descriptive research
purpose is to make the description, depiction of systematically, factual and
accurate regarding the facts, properties and relationships between events that are
investigated.
While the definition verificative method according to Sugiyono (2012)
"method verificativeis defined as research conducted to the population or certain
samples in order to test the hypothesis that has been set. " Based on the definition
above, it can be explained that the descriptive method verificative is a method that
aims to describe whether true or not the facts exist. and explain about the
relationship between variables studied by collecting data, processing, analyzing
and interpreting data in testing statistical hypothesis.
B. Operational Variable Description
The research variables are all things formed by what is defined by the
researchers to be studied in order to obtain information about it, later drawn
29
conclusions (Sanusi, 2014). Variables are assigned as a concept of nature
contained research on the subject and becoming the focus of research activities.
Variables used in this research are the independent variable (independent with the
symbol X) and the dependent variable (dependent with the symbol Y). The
explanations are as follows:
1. Independent Variable
The independent variable (X) is a variable that affects the dependent variable. In
this study, the variable X is namely Culture (X1), Social (X2), Personal (X3), and
Psychology (X4).
2. Dependent Variable
The dependent variable (Y) is a variable that is affected by the independent
variable (X). In this research, dependent variable (Y) is the purchase decision.
TABLE 3.1 VARIABLE OPERATIONAL DEFINITIONS
Variable Definition subvariable Scale
Culture (X1) The intricate symbols andartifacts created by agiven society and passeddown from generation togeneration asdeterminants andregulators of humanbehavior (Stanton, 1990).
1. Subculture2. Social class
Likert
Social (X2) Keys social factors whichinfluence consumerbehaviournamely; reference group,family, and roles/socialstatus(Kotler, 2012)
3. Reference Group4. Family5. Role and status
Likert
Source: Kotler & Keller, 2012
30
TABLE 3.1 VARIABLE OPERATIONAL DEFINITIONS (Continue)
Variable Definition SubVariable Scale
Personal (X3) Personal factors thatinfluence consumerbehavior includeeconomic Situation,lifestyle, personalityand self-Concept, ageand life cycle stage,occupation..
6. Economic situation7. Lifestyle8. Personality and
self-concept9. Age and life cycle
stage10. Occupation
Likert
Psychology(X4)
Psychologicalcharacteristics refers tothe personalcharacteristics ofindividual consumers
11. Motivation12. Perception13. Learning14. Beliefs and attitude
Likert
Purchasedecision (Y)
Consumer actions buyor not to the product
15. Problemrecognition
16. Information search17. evaluation of
alternatives18. Purchase decision19. Post purchase
evaluation
Likert
Source: Kotler & Keller, 2012
C. Measurement Scale Variable
According to Sugiyono (2012), scale variable measurement is an agreement
that is used as a reference for determining the length of the short interval in the
measuring tool. So the instruments will produce quantitative data are expressed in
the form of numbers that would be more accurate, efficient and communicative
when it is used in the measurements. This study used a questionnaire using Likert
scale with ordinal types (ordinal scale).
Sanusi (2014) defines an ordinal scale as the scale of measurement that states
something more than anything else, an ordinal scale valueor rank of the
31
dimensional constructs measured variables that indicate a sequence or level of
preference votes.
This study used a questionnaire in which each item will be given alternative
answers questions that SA, A, N, D, SD and then respondents were asked to
choose one among alternative answers to the liking of respondents. For each
answer has the following assessment:
1. To answer Strongly Agree (SA) given score of 5
2. To answer Agree (A) given score of 4
3. To answer Neutral (N) given score of 3
4. To answer Disagree (D) given score of 2
5. To answer to Strongly Disagree (SD) given score of 1
D. Population and Sample
1. Population
Population can be described as a segmented group of people that can be
categorized as an object of targeted research. According Sugiyono (2012),
population is "Territory generalization which consists of object / subject has a
certain quantity and characteristics defined by the researchers to be studied and
then drawn conclusions”. The study population is a set of objects is determined by
certain criteria which can be categorized into the object that could be a human,
files or documents which are viewed as objects of research. The population that is
determined in this study is people in Bandar Lampung who have shopping in
bukalapak.com.
32
2. Sample
The sample is part of the number and characteristics possessed by the
population. The sampling technique used is a non-probability sample, which is the
sampling technique that does not give equal opportunity for every element or
member of the population to be selected as sample (Sugiyono, 2012). While the
determination of the number of samples is done through purposive sampling
method. According Sugiyono (2012), Purposive sampling is a sample research
technique by certain criteria. in this study respondents must have done online
transactions on bukalapak.com.
Due to the number of population is not known for sure then to determine the
amount of sample used formula unknown populations (Frendy, 2011) as follows:
Information:
n = sample size
Z = sample confidence level required in the study (at α = 5% or degree of
confidence determined 95% then Z = 1.96)
μ = margin of error, tolerable error rate (determined 10%)
By using the above formula, then obtained the calculation as
the following:
33
n = 96.4 = 96 respondents
Based on these results, obtained samples to be studied are as many as 96
person. Therefore, the number of samples in this study was set to 100 people.
E. Data Collection Method
Based on the type of data used in this study is quantitative data. Quantitative
data is data in the form of numbers (Sugiyono, 2010). Quantitative data used in
this study is data measurement results that can be expressed in the form of
numbers, which includes the score of the answers from questionnaires that have
been filled by respondents. The data used in this study is the primary data.
Primary data is also called original or new data. Primary data in this research is
data of filling questionnaire distributed to society in Bandar Lampung.
F. Data Analysis Method
1. Validity Test
Validity indicates the extent to which the gauges to measure what is being
measured. According to Sugiyono (2010), the results are valid if there are
similarities between the data collected by the data actually happened in the object
studied. Validity test in this research is done using factor analysis. Factor Analysis
is a multivariate statistical technique used to reduce and summarization of all
dependent and interdependent variables. The dependence relationship between
one variable with another to be tested to identify its dimensions or factors.
Malhotra (2007) explains the usefulness of factor analysis is as follows:
1) Identify the underlying dimensions or factors that explain the correlation
between a set of variables.
34
2) Identify a new variable / new factor smaller; specify the variables originally
correlated with multivariate analysis / regression or discriminant analysis.
3) Identify inaccurate small important variables of improper large variables for
use in subsequent multivariate analysis.
The steps using factor analysis as follow:
1) KMO value, size KMO sampling adequacy is use index to test the suitability
of factor analysis. KMO value between 0.5 to 1 identifies, that factor is
adequate.
2) Index Measure of Sampling Adequacy (MSA), used to see intercorrelations
between variables of factor analysis. MSA index between 0 and 1, the value of
MSA approaching a perfect means predictable variables without error (Hair,
2006)
3) Communalities value is the estimate of the share or common variance between
the variables. Index communalities more than equal to 0.5 (≥0,5), then the
variable can still be predicted and analyzed further.
4) Factor loading is an indicator of the magnitude of the correlation factor is
formed (Malhotra, 2007). Criteria for the validity of an otherwise valid
indicator forming a factor if greater factor loading equal to 0.5 (≥0,5) or it
would be better if a greater factor loading equal to 0.7 (≥0,7). Since the
original loadings may not be readily interpretable, it is usual practice to rotate
them until a “simpler structure” is achieved (Johnson and Wichern, 2007). If
the factor loading resulted in more than one (>1) component, then it is
necessary for the factor to be rotated to make it possible to achieve a greater
detail of the data in order to achieve a more accurate result.
35
2. Reliability Test
Reliability test aims to determine the consistency of measuring instruments in
its use or in other words, the measuring tool has consistent results when used
many times at different times.
Reliability test in this study using the coefficient Cronbach's Alpha with SPSS.
According to Sugiyono (2012), reliability is shown by the coefficient of reliability
testing Alpha Cronbach and it can be processed with SPSS 20.0. If there is a
statement that has a Cronbach's Alpha value if item deleted greater than
Croanbach's Alpha then the statement is not reliable and should do further testing.
The test results is said to be reliable if the value of Alpha Cronbach > 0.6 and
Alpha Cronbach count value is greater than the Cronbach's Alpha if item deleted
(Sekaran etc, 2010).
3. Multiple Regression Analysis
To know the influence of independent variable to dependent variable according
to Sanusi, Anwar (2011) used multiple linier regression analysis formula as
follows:
Y = a + b1x1 + b2x2 + b3x3 + b4x4 + e
Where:
y = dependent variable (purchase)
a = constant
b1, b2, b3, b4 = regression coefficients
x1, x2, x3, x4 = independent variables.
e = Epsilon (effect other factors)
36
G. Hypothesis Test
1. Test The Overall Hypothesis(F test)
To test the validity of the first hypothesis used F test is to test the significance
of the hypothesis formula:
H0: b1 = b2 = b3 = b4 = 0
This means that the variation of the regression model succeeds in explaining
the variation of independent variables as a whole, the extent to which the effect on
the dependent variable.
Ha:b1 , b2 , b3 , b4 > 0
This means that the variation of the regression model fails to explain the
variation of the overall independent variable, the extent to which the effect on the
dependent variable (dependent variable).
The test with the F test of the variance is to compare Fcount (Fc) with Ftable (Ft)
= 0,05if the result of the calculation shows:
a. Fc> Ft, then H0 is rejected and Ha accepted
This means that the variation of the regression model succeeds in explaining
the variation of independent variables as a whole, the extent to which the effect on
the dependent variable.
b. Fc<Ft, then H0 is accepted and Ha is rejected
37
This means that the variation of the regression model does not succeed in
explaining the variation of independent variables as a whole, the extent to which
the effect on the dependent variable.
2. Test Partial Hypothesis (t test)
To test the validity of the second hypothesis the first step is partial test through
t test. The hypothesis formulation by using t test is as follows:
H0: b1 = b2 = b3 = b4 = 0
This means that the variation of independent variables can explain the
dependent variable and there is influence between the two variables tested
Ha : b1 , b2 , b3 , b4 > 0
This means that the variation of independent variables cannot explain the
dependent variable and there is an influence between the two variables tested.
Testing is conducted through t test by comparing t count (tc) with t table (tt) = 0,05.
If the calculation results show
a. tc>tt then H0 is rejected and Ha accepted
This means that the variation of independent variables can explain the
dependent variable (dependent variable) and there is influence between the two
variables tested.
b. tc<tt then H0 is accepted and Ha is rejected
38
This means that the variation of independent variablescan not explain the
dependent variable (variable) and there is an influence between the two variables
tested.
To prove the first hypothesis, that is to know the magnitude of influence as a
whole is calculated coefficient of multiplication determination (R2).
R2 obtained from the calculation is close to 1 (one), then the stronger the model
can explain the dependent variable. Then tested its variance with f test.The
hypothesis is accepted when t count is greater than t table (tc>tt) or obtained the price
p <0.05.
To prove the second hypothesis, each regression coefficient is tested by t test.
The result of t test is significant if obtained t count bigger than t table(tc>tt) or
obtained by probability value significant<0,05. For the dominant influence is
determined by the largest regression coefficient.
3. Determinant Coefficient Analysis
According to Ghozali (2012) determinant coefficient R square (R2) is a tool to
measure how far the ability of the model in explaining the variation of the
dependent variable. The coefficient of determination R square is between 0 and 1.
The small value of R2 means the ability of the independent variables to explain the
variation of the dependent variable is very limited. Therefore, if the value close to
1 means the independent variables provide almost all the information needed to
predict the dependent variables.
39
Adjusted R Square is the adjusted R square value, this value is always smaller
than R square and this number can have a negative value. According to Santoso
(2011) that for regression with more than two independent variables used
Adjusted R Square as the coefficient of determination.
V. CONCLUSION AND SUGGESTION
A. Conclusion
Based on the results of the discussion of the analysis of cultural, social,
personal and psychological influence consumer purchase decisions on
bukalapak.com, then the following conclusions can be drawn:
1. Cultural Factors have a positive effect on purchasing decisions online
shopping at bukalapak.com
2. Social factors have a positive effect on purchasing decisions online shopping
at bukalapak.com.
3. Personal factors have a positive effect on purchasing decisions online
shopping at bukalapak.com.
4. Psychological factors have a positive effect on purchasing decisions online
shopping at bukalapak.com.
B. Suggestion
Based on the results and discussions that have been described, the researcher
recommends some suggestions as follows:
1. Suggestions for the practitioner, they should consider about cultural factor due
to cultural factor have a biggest influence on purchase decisions in this
research.
2. The personal factors have indicators in this research; those are economic
activity, lifestyle, and self-concept. In this research personal factors have the
68
smallest influence on purchase decisions, for the next researcher should give
more attention to economic activity, lifestyle, and self-concept on every
consumer.
3. Suggestions for further researchers who will develop this research, they should
use other variables that are not used in this study, in order to know other
variables that also influence the Purchase Decision on bukalapak.com.
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