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Aktivitas pembelian produk dipengaruhi oleh berbagai faktor eksternal, salah satu faktor yang mempengaruhinya adalah teknologi informasi yang pada saat ini cukup berperan penting pada aktivitas jual beli. Selain itu, terdapat beberapa faktor juga yang mempengaruhi keputusan pembelian diantaranya yaitu faktor sosial, pribadi, harga, dan desain. Tujuan penelitian ini adalah untuk menjelaskan faktor teknologi informasi yang mempengaruhi terhadap faktor sosial, pribadi, harga, dan desain untuk mendukung keputusan pembelian suatu produk oleh konsumen. Metode yang digunakan pada penelitian ini yaitu metode kuantitatif dengan regresi linier dan path analysis dengan melibatkan 100 responden serta pengambilan sampel pada penelitian ini dilakukan secara random acak. Berdasarkan hasil penelitian, maka didapatkan bahwa terdapat beberapa faktor yang mempengaruhi keputusan pembelian yaitu: faktor sosial, harga, dan desain serta dukungan teknologi informasi mampu mempengaruhi faktor harga dan desain terhadap keputusan pembelian batik lokal. Berbagai upaya untuk meningkatkan pembelian konsumen dapat dilakukan dengan langkah-langkah, yaitu: memperbanyak relasi komunikasi menggunakan teknologi informasi (online) agar dapat mempermudah pemasaran produk sehingga informasi mengenai harga dan juga desain produk dapat diinformasikan melalui internet atau pemasaran online.
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References
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- X. Wu and Y. Zheng, “Social Factors That Influence Consumers’ Decisions When Buying Second - Hand Cars In China,†2016.
- N. Ramya and S. M. Ali, “Factors Affecting Consumer Buying Behaviour.,†Int. J. Adv. Res., 2016.
- N. Khan, L. Hui Hui, T. Booi Chen, and H. Yong Hoe, “Impulse Buying Behaviour of Generation Y in Fashion Retail,†Int. J. Bus. Manag., 2015, doi: 10.5539/ijbm.v11n1p144.
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- O. Isaac Oladepo and O. Samuel Abimbola, “the Influence of Brand Image and Promotional Mix on Consumer Buying Decision-a Study of Beverage Consumers in Lagos State, Nigeria,†Br. J. Mark. Stud., 2015.
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- N. F. Pesol, N. A. Mustapha, and S. S. Ismail, “The Attributes of Malaysian Batik Towards Tourist Purchase Decision,†Tour. Leis. Glob. Chang., 2016.
- P. T. Thanh Hong, “Factors Influencing on Purchasing Formula Milk for Babies: An Empirical Research in Hanoi,†Int. J. Bus. Adm., 2015, doi: 10.5430/ijba.v6n5p37.
- J. J. R. Syafirah, Lisbeth Mananeke, “Pengaruh Faktor-Faktor Perilaku Konsumen Terhadap Keputusan Pembelian Produk Pada Holland Bakery Manado,†J. EMBA, 2017.
- B. H. Brata, S. Husani, and H. Ali, “The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central,†Saudi J. Bus. Manag. Stud., 2017, doi: 10.21276/sjbms.
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- P. K. A Ladipo, M. A. Awoniyi, and O. S. Akeke, “Influence Of Smartphone Attributes On Student’s Buying Decision In Lagos State Tetiary Institutions,†J. Manaj. DAN KEWIRAUSAHAAN, 2018, doi: 10.26905/jmdk.v6i1.1938.
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- H. Park, D. Lee, and S. Kim, “A feasible sales price decision model of apartment housing units considering the market price and buying power,†J. Asian Archit. Build. Eng., 2016, doi: 10.3130/jaabe.15.201.
- P. Sisodiya and G. Sharma, “The Impact of Marketing Mix Model/Elements on Consumer Buying Behaviour:A Study of FMCG Products in Jaipur City,†Int. J. Tech. Res. Sci., 2018, doi: 10.30780/ijtrs.v3.i1.2018.016.
- D. G. Y. Showrav and M. M. Iqbal, “Factors Influencing Consumer Buying Behavior: A Study on Cosmetic Products in Dhaka City,†DIU J. Bus. Entrep., 2014.
- G. A. Imiru, “The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia,†Int. J. Mark. Stud., 2017, doi: 10.5539/ijms.v9n6p43.
- W. Tantanatewin and V. Inkarojrit, “The influence of emotional response to interior color on restaurant entry decision,†Int. J. Hosp. Manag., 2018, doi: 10.1016/j.ijhm.2017.09.014.
References
T. Friedrich, S. Overhage, and S. Schlauderer, “The more the better? Exploring the relationship between social commerce feature intensity, social factors, and consumers’ buying behavior,†2016.
X. Wu and Y. Zheng, “Social Factors That Influence Consumers’ Decisions When Buying Second - Hand Cars In China,†2016.
N. Ramya and S. M. Ali, “Factors Affecting Consumer Buying Behaviour.,†Int. J. Adv. Res., 2016.
N. Khan, L. Hui Hui, T. Booi Chen, and H. Yong Hoe, “Impulse Buying Behaviour of Generation Y in Fashion Retail,†Int. J. Bus. Manag., 2015, doi: 10.5539/ijbm.v11n1p144.
M. N. Khuong and H. T. M. Duyen, “Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products — A Study in Ho Chi Minh City, Vietnam,†Int. J. Trade, Econ. Financ., 2016, doi: 10.18178/ijtef.2016.7.2.497.
I. Ashofteh and H. Dehghanan, “Investigating the effect of demographic factors in consumer buying decision,†Int. J. Econ. Perspect., 2017.
G. R. Iyer, M. Blut, S. H. Xiao, and D. Grewal, “Impulse buying: a meta-analytic review,†Journal of the Academy of Marketing Science. 2019, doi: 10.1007/s11747-019-00670-w.
S. Alhedhaif, U. Lele, and B. A. Kaifi, “Brand Loyalty and Factors Affecting Cosmetics Buying Behavior of Saudi Female Consumers,†J. Bus. Stud. Q., 2016, doi: 10.3390/ijms11124973.
W. Lerrthaitrakul and V. Panjakajornsak, “The Impact of Electronic Word-of-Mouth Factors on Consumers’ Buying Decision-Making Processes in the Low Cost Carriers: A Conceptual Framework,†Int. J. Trade, Econ. Financ., 2014, doi: 10.7763/ijtef.2014.v5.357.
O. Isaac Oladepo and O. Samuel Abimbola, “the Influence of Brand Image and Promotional Mix on Consumer Buying Decision-a Study of Beverage Consumers in Lagos State, Nigeria,†Br. J. Mark. Stud., 2015.
M. O. Lopez, “Consumer Buying Behavior as Loyalty Antecedents at Selected Fast Food Chain Restaurants,†Int. J. Recent Innov. Acad. Res. Cit. Mabel O. Lopez, 2018.
A. Hardiyansyah et al., “ANALISIS STRATEGI PEMASARAN USAHA MIE BASAH (Studi Kasus Di PD. LUGINA - Garut),†ISSN, 2015.
N. F. Pesol, N. A. Mustapha, and S. S. Ismail, “The Attributes of Malaysian Batik Towards Tourist Purchase Decision,†Tour. Leis. Glob. Chang., 2016.
P. T. Thanh Hong, “Factors Influencing on Purchasing Formula Milk for Babies: An Empirical Research in Hanoi,†Int. J. Bus. Adm., 2015, doi: 10.5430/ijba.v6n5p37.
J. J. R. Syafirah, Lisbeth Mananeke, “Pengaruh Faktor-Faktor Perilaku Konsumen Terhadap Keputusan Pembelian Produk Pada Holland Bakery Manado,†J. EMBA, 2017.
B. H. Brata, S. Husani, and H. Ali, “The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central,†Saudi J. Bus. Manag. Stud., 2017, doi: 10.21276/sjbms.
C. Stoian, O. Ţugulea, L. G. Maha, and C. I. Ciobanu, “What is different about volunteers? A study on factors of buying decisions of products with recycled content,†Sustain., 2018, doi: 10.3390/su10051631.
P. K. A Ladipo, M. A. Awoniyi, and O. S. Akeke, “Influence Of Smartphone Attributes On Student’s Buying Decision In Lagos State Tetiary Institutions,†J. Manaj. DAN KEWIRAUSAHAAN, 2018, doi: 10.26905/jmdk.v6i1.1938.
O. Icoz, A. Kutuk, and O. Icoz, “Social media and consumer buying decisions in tourism: The case of Turkey,†PASOS. Rev. Tur. y Patrim. Cult., 2018, doi: 10.25145/j.pasos.2018.16.073.
V. K. Y. Chan, C. Lei, S. U. I. Leong, S. K. C. Ng, and K. U. K. Wong, “On How Social Networking Sites Affect Online Consumer Purchase Intention,†2016, doi: 10.2991/icesame-16.2016.274.
K. A. Al-Enezi, I. F. T. Al Shaikhli, and S. S. M. Aldabbagh, “The influence of internet and social media on purchasing decisions in Kuwait,†Indones. J. Electr. Eng. Comput. Sci., 2018, doi: 10.11591/ijeecs.v10.i2.pp792-797.
H. Al-Salamin and E. AL-Hassan, “The Impact of Pricing on Consumer Buying Behavior in Saudi Arabia : Al-Hassa Case Study,†Eur. J. Bus. Manag., 2016, doi: 10.1080/13504851.2011.607112.
H. Park, D. Lee, and S. Kim, “A feasible sales price decision model of apartment housing units considering the market price and buying power,†J. Asian Archit. Build. Eng., 2016, doi: 10.3130/jaabe.15.201.
P. Sisodiya and G. Sharma, “The Impact of Marketing Mix Model/Elements on Consumer Buying Behaviour:A Study of FMCG Products in Jaipur City,†Int. J. Tech. Res. Sci., 2018, doi: 10.30780/ijtrs.v3.i1.2018.016.
D. G. Y. Showrav and M. M. Iqbal, “Factors Influencing Consumer Buying Behavior: A Study on Cosmetic Products in Dhaka City,†DIU J. Bus. Entrep., 2014.
G. A. Imiru, “The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia,†Int. J. Mark. Stud., 2017, doi: 10.5539/ijms.v9n6p43.
W. Tantanatewin and V. Inkarojrit, “The influence of emotional response to interior color on restaurant entry decision,†Int. J. Hosp. Manag., 2018, doi: 10.1016/j.ijhm.2017.09.014.