THE INFLUENCE OF ONLINE INFORMATION IN CONSUMER PURCHASE DECISION IN JAKARTA, INDONESIA

Authors

  • Bramanti Setiadi Magister Manajemen BINUS Business School, Universitas Bina Nusantara, Jl. Hang Lekir I No. 6, Senayan, Kebayoran Baru, Jakarta Selatan, DKI Jakarta, Indonesia
  • Donny Jesaya Magister Manajemen BINUS Business School, Universitas Bina Nusantara, Jl. Hang Lekir I No. 6, Senayan, Kebayoran Baru, Jakarta Selatan, DKI Jakarta, Indonesia

DOI:

https://doi.org/10.53555/eijbms.v6i1.96

Keywords:

Consumer purchase decision, online information

Abstract

This research study is to analyze the impact of online information on the consumer purchase decision of choosing restaurant in Jakarta. It is important to study how consumers react to innovative marketing practices and new technologies adopted by online retailers. The research methodology will be using the method of descriptive (quantitative) research. The information will be conducted through questionare to a sample of 100 respondents.   

The data that have been collected will analyze using Pearson Correlation Coefficient and Multiple Regression Analysis. The result of the research shows that information search have negative significant effect with the dependent variable. While other independent variables (social media, consumer experience and EWOM communication) have positive significant effect with the dependent variable (consumer purchase decision)

References

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. Hafeez, H.A., Manzoor, A. & Salman, F., (2017) Impact of Social Networking Sites On Consumer Purchase Intention: An Analysis of Restaurants In Karachi. Journal of Business Strategy

. Jepsen, A.L, (2007) Factors affecting consumer use of the internet for information search. Journal of Interactive Marketing.

. Pratt, E. (2016). Four Factors of shifting consumer behavior with digital marketing implication Ministry of Industry Indonesian (2019). 2018 Industrial Growth Analysis.

. Rafiq, M. Y., & Javied, H.M.U., (2018). Impact of Social Media on Purchasing Decision of Consumer-With Special Reference to Lahore, Pakistan Sekaran, U., & Bougie, R., (2016), Research Methods for Business, Wiley

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Published

2020-03-27

Issue

Vol. 6 No. 1 (2020): EPH - International Journal of Business & Management Science (ISSN: 2208-2190)

Section

Articles

License

Copyright (c) 2020 EPH - International Journal of Business & Management Science (ISSN: 2208-2190)

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