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.

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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

14

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).

15

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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