ANALISIS PERILAKU KONSUMEN ELEKTRONIK PADA ONLINE-MARKETPLACE
DOI:
https://doi.org/10.26740/jptn.v10n2.p1732-1738Kata Kunci:
perilaku konsumen, elektronik, online marketplaceAbstrak
Penelitian ini dilakukan untuk menganalisis perilaku konsumen dalam membeli alat elektronik melalui online-marketplace berdasarkan persepsi konsumen tentang merek, asal negara penjual, kriteria toko, harga dan kualitas layanan. Analisis deskriptif digunakan untuk mengetahui persepsi responden. Responden sebanyak 134 orang diperoleh dari responden yang mengisi angket secara penuh. Hasil penelitian menunjukkan bahwa persepsi konsumen tentang merek, dan negara asal penjual menjadi pertimbangan penting dalam memutuskan untuk melakukan pembelian produk elektronik melalui online marketplace.
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