PENGARUH KEMUDAHAN AKSES, KEMENARIKAN POSTING MESSAGES, DAYA TANGGAP PELAYANAN TERHADAP SIKAP KEPUTUSAN PEMBELIAN ONLINE SHOP DI INSTAGRAM

  • melawati nurani Universitas Sarjanawiyata Tamansiswa

Abstract

The purpose of this study is to test the Effect of Ease In Access, Attraction Post Messages, Responsiveness
of Customer Service Against Consumer Attitude On Decision Purchase Online Shop in Instagram. The
population is yogyakarta students who buy online product shop instagram less than 3 months. The sample
used 100 students. Analytical techniques using multiple analysis techniques supported by the T test and
Coefficient Determination test with the help of SPSS program for windows 16.0. The results showed that
ease of access has a positive and significant influence on consumer attitudes. The attractiveness of posting
messages has a positive and insignificant effect on consumer attitudes. Responsiveness of service has a
positive and significant impact on consumer attitudes. Consumer attitudes have a positive and significant
influence on purchasing decisions. Ease of access has a negative and insignificant effect on purchasing
decisions. The attractiveness of posting messages has a positive and significant influence on purchasing
decisions. Service responsiveness has a positive and insignificant effect on purchasing decisions.
Keywords: ease of access, attractiveness of message post, service responsiveness, consumer attitude,
purchasing decision

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Published
2018-05-26
How to Cite
NURANI, melawati. PENGARUH KEMUDAHAN AKSES, KEMENARIKAN POSTING MESSAGES, DAYA TANGGAP PELAYANAN TERHADAP SIKAP KEPUTUSAN PEMBELIAN ONLINE SHOP DI INSTAGRAM. UPAJIWA : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat, [S.l.], v. 2, n. 1, p. 11 - 21, may 2018. ISSN 2579-535X. Available at: <http://jurnalfe.ustjogja.ac.id/index.php/magistermanajemen/article/view/586>. Date accessed: 16 oct. 2018.