%A NIM. 13810042 LINA TRI ASTUTI
%O MUHAMMAD GHAFUR WIBOWO, S.E., M.Sc.
%T ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KONSUMEN
DALAM MEMILIH BERBELANJA SECARA ONLINE (APLIKASI
METODE AHP)
%X The development of science and technology has a significant impact in
many areas, especially in the economic field. The process of buying and selling
transactions can be done easily through internet media. It is a positive opportunity
for business actors to introduce their products more broadly. Business actors are
expected to take advantage of these opportunities to increase sales through proper
marketing efforts. That way, this will be expected to impact the economic
independence of the community and create employment opportunities.
This research aims to determine the level of priority factors that influence
consumer decisions in rural choosing online shopping. This research is a
quantitative descriptive study using primary data as the main information, and
secondary data as additional information. The method used in this research is the
AHP method (Analytical Hierarchy Process). The results show that products are
the most dominant consideration in influencing consumer decisions in rural areas
of choosing to do shopping online. As for the order of priority factors influencing
consumer decisions in rural areas do shopping online namely products (34%), the
price (27%), promotion (23%), and the last is payment system (16%).
%K AHP method, Online shopping, consumer behaviour, product, price,
promotion, and payment system.
%D 2020
%I UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA
%L digilib39706