PENGARUH GAYA HIDUP DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA MASA PANDEMI COVID-19

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Imron Agung Khoirudin
Imam Qalyubi

Abstract

The purpose of this study was to determine the significance of the influence of lifestyle and ease of transactions on online purchasing decisions during the Covid-19 pandemic. This research is a quantitative study using two variables (x) and one variable y, with a sampling method, a questionnaire as a research instrument using five Likert scale measurements. The population in this study is all people who purchase products at online stores. The sample in this study amounted to 60 respondents. The sampling technique used random confidence sampling. Test the regression using SPSS Statistics 20 software. The study results concluded that lifestyle has a positive and significant effect on purchasing decisions made by people in online shops during the Covid-19 pandemic. Ease of transactions has a positive and significant impact on purchasing decisions made by the public in online stores during the Covid-19 pandemic. Lifestyle and ease transactions simultaneously influence purchasing decisions made by people in online stores during the Covid-19 pandemic.

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How to Cite
Khoirudin, I. A., & Qalyubi, I. (2021). PENGARUH GAYA HIDUP DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA MASA PANDEMI COVID-19. Daun Lontar : Jurnal Budaya, Sastra, Dan Bahasa, 7(1), 60-83. Retrieved from http://ojs.komunitasdaunlontar.or.id/index.php/jkdl/article/view/105
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