ABSTRACT

Achmad Fauzi (1002015005)

EFFECT OF ONLINE MARKETING PRODUCT PURCHASE DECISION
IN ANDALAS CLOTHING CLOTHING CAPE WEST JAKARTA DUREN.
The Thesis of Bachelor Degree Program. Management major. Economical and
Business Faculty of Muhammadiyah University Prof. DR. HAMKA. 2014. Jakarta
Keyword: Online Marketing, Purchasing Decision.
This study aims to determine the purchasing decision of online marketing
products

Andalas

clothing

clothes

on

Andalas

consumer

clothing.

In this study using survey method and eksplansi by collecting directly

from the original source, in the form of questionnaires were drawn from a sample.
The sample in this research is that consumers Andalas clothing by 82 respondents.
Processing and data analysis technique used is the test of validity, reliability test,
descriptive analysis, simple linear regression analysis, simultaneous test, test
coefficients,

and

correlation

coefficients

of

determination.

Based on the results of data processing test "t" to see the online marketing
variables influence the purchasing decision significant or not, it can be seen from
the figure the probability (sig). Probability value 0.000 <0.05 with a value of t =
29.575 and table = 1.664. 1.664 Figures obtained from the t-table with = 0.05
and degrees of freedom (df) nk-1 = 80 If t count> t table is 29.575> 1.664, so we
can conclude that H0 is rejected or online marketing significantly influence the
purchase

decision.

The results of coefficients based on Table 42, the value of R = 0.957 and are in
between the values of 0.80 to 1.000, it can be concluded the relationship between
Marketing Online (X) with the purchase decision (Y) is very strong. The
coefficient of determination r2 = 0.916 or 91.6% of. That is 91.6% variable or a
change in the purchasing decision is the contribution of Online Marketing

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variables, while the remaining 8.4% is contributed by factors other than Online
Marketing as the marketing mix, namely product, price, place, and promotion.

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