The phenomenon of online shopping through various internet media broadens the scopes of studies in economics and psychology. The considerable factors which influence the purchasing decision of consumers in online shopping are the internal factors (e.g., self-esteem) and external factors (e.g., marketing mix). The aim of this study is to prove the constellation of self-esteem and marketing mix that can explain the purchasing decision of consumers in online shopping. The participants of this study are 270 online shoppers from various professions and ages. SEM is used to accomplish the objectives of the study. The findings showed that the empirical model achieved the goodness of fit which indicated that self-esteem and marketing mix had correlation with an online shopper purchasing decision. Moreover, the study found that self-esteem partially had no direct influence towards purchasing decision, yet it had a direct influence on marketing mix. On the other hand, marketing mix had a direct influence on purchasing decision.
Keywords—consumer behavior; self-esteem; marketing mix; purchasing decision; online shopping
This study analyzed factors influencing consumers in the process of making a decision in online shopping. The findings could inspire suggestions for online marketers in developing either media or infrastructures accordingly.The variables in the study involved product information, price, service, transaction safety, environment, age, gender, educational background, and income rate as independent variables, while the process of purchasing decision served as a dependent variable. Primary data were gathered in 10 locations within Jabodetabek areas involving 270 respondents which were analyzed using multiple regression analysis. The study revealed that price, information product, and service as significant variables influencing consumers in online shopping. Service became the most important factor for marketers to be considered as it emerged as the most dominant variable influencing the process of making a decision in online shopping.
Primipara sebagai ibu yang baru memiliki anak pertama mengalami banyak perubahan baik fisik, biologis maupun fisiologis ditambah dengan berbagai tantangan baru dan kurangnya pengalaman dalam cara pengasuhan membuat ibu cenderung mengalai level stres, sehingga diperlukan harga diri untuk mengoptimalkan pengasuhan dan perkembangan anak. Salah satu faktor yang mempengaruhi harga diri adalah dukungan sosial, namun terbatasnya penelitian terdahulu terkait hal ini, penelittian ini bertujuan untuk melihat pengaruh dukungan sosial terhadap harga diri ibu primipara. Sebanyak 250 ibu primipara direkrut menggunakan teknik purposive sampling untuk mengisi skala harga diri dan dukungan sosial. Hasil analisis regresi menunjukkan bahwa dukungan sosial memiliki pengaruh yag signifikan terhadap harga diri. Dukungan sosial berkontribusi sebesar 66% pada harga diri ibu primipara. Dukungan sosial yang paling berpengaruh terhadap harga diri ibu primipara adalah dukungan suami sebesar 35,4%. . Hal ini mengindikasikan bahwa dukungan sosial khususnya dukungan suami merupakan hal penting yang harus diperhatikan untuk meningkatkan harga diri ibu primipara dalam menyesuaikan diri menjalani peran baru menjadi ibu. Ibu primipara yang memiliki harga diri yang tinggi akan puas dengan karakter yang dimilikinya. Adanya penghargaan yang positif akan meebrikan rasa aman dalam menyesuaikan diri serta bereaksi terhadap stiulus dari lingkungan
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