Analysis of the Use of E-Commerce on Consumer Decisions in Buying Baby Food Products

Hadita, Hadita and Wirawan Widjanarko, Wirawan Widjanarko and JUMAWAN, JUMAWAN and CH. Indra Wahyu Putra, CH. Indra Wahyu Putra (2021) Analysis of the Use of E-Commerce on Consumer Decisions in Buying Baby Food Products. BIRCI-Journal, 4 (3). pp. 3440-3452. ISSN 2615-1715(Print) ||| 2615-3076 (Online)

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Abstract

Abstract This study aims to analyze the use of e-commerce on consumer decisions in buying baby food products. This research is quantitative. The object of this research is the consumer of Nindita – Happy baby porridge through the Grabfood application. The data collection technique used in this study was a questionnaire. This research was conducted by using the Non-Probability Sampling technique through Accidental Sampling with a sample size of 100 respondents. The results of the research on product quality and price have a positive and significant effect on purchasing decisions, both simultaneously and partially with statistical results using SPPS version 23. Hypothesis testing obtained t-count > t-table or (4,130 > 1,984) and Sig. 0.000 <0.05 Ho is rejected. Ha is accepted with a beta value of 0.242, which means that product quality has a positive and significant impact on purchasing decisions. Hypothesis testing obtained t-count > t-table or (6.338 > 1.984) and Sig. 0.000 <0.05 Ho is rejected. Ha is accepted with a beta value of 0.496, meaning that the price has a positive and significant effect on purchasing decisions. Hypothesis testing obtained F-count > F-table or (96.135 > 3.09) and Sig.0.000 > 0.05 with a beta value of 1.162 meaning that product quality and price have a positive and significant effect on purchasing decisions. Based on the results of the research that has been explained, it is concluded that partially product quality has a positive and significant effect on purchasing decisions for consumers of nindita baby porridge - happy through the Grabfood Application, the price partially has a positive and significant effect on purchasing decisions for nindita baby porridge – happy through the Grabfood Application, and simultaneously product quality and price have a positive and significant impact on the purchase decision of nindita baby porridge - happy through the Grabfood Application.

Item Type: Article
Subjects: Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
KODE PRODI: KODEPRODI61101#Manajemen
Creators:
CreatorsNIM/NIDN
Hadita, HaditaNIDN0329048302
Wirawan Widjanarko, Wirawan WidjanarkoNIDN0322086605
JUMAWAN, JUMAWANNIDN0305096802
CH. Indra Wahyu Putra, CH. Indra Wahyu PutraNIDN0331086601
Depositing User: S.E., M.M. Jumawan jumawan
Date Deposited: 24 Aug 2021 06:15
Last Modified: 24 Aug 2021 06:15
URI: http://repository.ubharajaya.ac.id/id/eprint/10452

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