Abstract
This study aims to determine the characteristics of Arabica coffee consumers who make online transactions and to see how much influence the given factor has on the decision to purchase Arabica coffee online in Blitar Regency. The execution of this exploration action will be carried out in February 2021 – June 2021 in Blitar Regency. The information-checking strategy used in this exploration is a special examination and various direct examinations of recurrence. Autonomous factor in this research include psychological, personal, social, and cultural. Meanwhile, the dependent variable in this study is the decision to purchase Arabica coffee at online retailers. The results of data analysis found that the X1 (psychological factor) variable was 0.180, X2 (personal factor) was 0.157, X3 (social factor) was 1.012, and X4 (cultural factor) was 0.121 indicating that all variables have positive values. The results of the t-test show that social factors partially influence the purchase decision of Arabica coffee with the online method as shown by the results of t count > t table, namely 5.721 > 2.059. And the F test shows that the decision to purchase Arabica coffee online can be influenced simultaneously by psychological, personal, social, and cultural factors with the calculated F result that is 57.781 > F table which is 2.98.
Highlights
This study aims to determine the characteristics of Arabica coffee consumers who make online transactions and to see how much influence the given factor has on the decision to purchase Arabica coffee online in Blitar Regency
Hal tersebut dapat diartikan bahwa F hitung > F tabel sehingga H0 ditolak dan H1 diterima, berarti semua variabel independen secara simultan berpengaruh secara signifikan terhadap keputusan pembelian kopi arabika secara online di Kabupaten Blitar
Summary
Hal tersebutlah yang membuat para petani kopi merugi, ditambah lagi pada tahun 2020 ini terjadi fenomena dengan adanya virus corona yang menyebabkan perekonomian disegala sektor menurun. Transaksi online saat ini semakin meningkat dengan seiring mewabahnya virus Corona di dunia termasuk Indonesia dan daerah Blitar khususnya yang mengharuskan semua orang membatasi kegiatannya di luar rumah[5]. 2. Faktor apa saja yang mempengaruhi konsumen dalam memutuskan pembelian kopi Arabika di Kabupaten Blitar?. Menganalisis faktor apa saja yang berpengaruh terhadap keputusan konsumsi kopi Arabika secara online di Kabupaten Blitar
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