CONSUMER BEHAVIOR ANALYSIS OF PURCHASE DECISIONS AND CUSTOMER SATISFACTION WHO BUYS FASHION PRODUCTS THROUGH TRANSACTIONS VIA MARKETPLACE IN JEMBER DISTRICT

Abstract

This study aims to analyze consumer behavior towards purchase decision via the marketplace
and consumer satisfaction in Jember Regency. After the covid-19 pandemic, the marketplace is
growing and offering a variety of services that can satisfy its consumers. The research
respondents consisted of 150 marketplace user respondents, namely Bukalapak, Shoppee,
Tokopedia, Lazada, and Blibli. Data collection techniques consist of e-questionnaire. Data
analysis using path analysis. Research variables consist of exogenous trust variable (X1); Price
(X2); Convenience (X3); Reference Group (X4); Quality of Information (X5). The endogenous
variable is consumer satisfaction (Y). The intervening variable is the purchase decision (Z). The
results of the study concluded that the Trust Variable (X1) had no significant effect on consumer
decisions (Z) as evidenced by the results of hypothesis testing with values of sig. 0.130 and
0.114; Price variable (X2) has a significant effect on consumer decisions (Z) as evidenced by the
results of hypothesis testing with values of sig. 0.000 and 0.205; The convenience variable (X3)
has a significant effect on consumer decisions (Z) as evidenced by the results of hypothesis
testing with values of sig. 0.000 and 0.216; The Reference Group variable (X4) has no
significant effect on consumer decisions (Z) as evidenced by the results of hypothesis testing
with values of sig. 0.047 and 0.160; Quality of Information variable (X5) has a significant effect
on consumer decisions (Z) as evidenced by the results of hypothesis testing with values of sig
0.130 and 0.114; The Consumer Decision Variable (Z) has a significant effect on consumer
satisfaction (Y) as evidenced by the results of hypothesis testing with a value of sig. 0.000 and
0.494.