The Effect Of The Application Of E-commerce On The Decision To Purchase Telkomsel Products To Students Of The Teacher Training & Education Faculty Of HKBP Nommensen University

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The Effect of E-Commerce Application on Telkomsel Product Purchasing Decisions to Students of the Teacher Training & Education Faculty of HKBP Nommensen University

Introduction

In today's digital age, e-commerce has become a crucial aspect of marketing and product sales strategies. The application of effective e-commerce can provide ease of access and rapid information to consumers, making it an essential tool for businesses to stay competitive. This study aims to identify and analyze the effect of the application of e-commerce on the decision to purchase Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University. The hypothesis proposed in this study is that the application of e-commerce, which includes the quality of the system, information quality, service quality, use of systems, user satisfaction, and benefits, has a positive and significant impact on the purchasing decisions of Telkomsel products by these students.

Methodology

This study employed a quantitative approach, using primary data obtained through questionnaires distributed to 101 respondents who met certain criteria. The sampling technique used was purposive random sampling. The data analysis methods applied included descriptive analysis and quantitative approaches, which consisted of classic assumption tests, multiple linear regression tests, and hypothesis tests.

Results

The results of this study showed that based on the F test, the application of e-commerce had a positive and significant influence on the decision to purchase Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University. Meanwhile, the t test shows that the most dominant variable influences purchasing decisions is user satisfaction. The Adjusted R Square value of 0.438 indicates that 43.8% of the purchasing decisions are influenced by the application of e-commerce which includes system quality, information quality, service quality, system use, user satisfaction, and benefits. While the remaining 56.2% is influenced by other factors that are not examined in this study.

Additional Analysis and Explanation

In the current digital world, e-commerce is one of the main pillars in marketing and product sales strategies. The application of effective e-commerce can provide ease of access and rapid information to consumers, in this case students. One of the main advantages of e-commerce is its ability to increase user satisfaction. In the context of this research, user satisfaction is a key variable because students who are satisfied with online shopping experience tend to make more positive purchasing decisions.

The Role of System Quality and Information

System quality and information also play an important role in purchasing decisions. A system that is user-friendly, fast, and informative can affect how consumers access the product and make decisions. With the increasing competition in the telecommunications industry, Telkomsel needs to ensure that their e-commerce platform remains relevant and meet the needs of students as their target markets.

The Importance of User Satisfaction

User satisfaction is a key variable in this study because students who are satisfied with online shopping experience tend to make more positive purchasing decisions. This is because user satisfaction is closely related to the overall experience of online shopping, including the ease of navigation, the speed of the website, and the quality of the product information.

Limitations of the Study

It is essential to note that the remaining 56.2% of the factors that influence purchasing decisions indicate that there are other variables that play a role in making consumer decisions. These factors can include external elements such as promotion, brand reputation, and also personal preferences from consumers themselves. Therefore, further research that includes these factors can provide deeper insights about consumer behavior.

Conclusion

In conclusion, this study has shown that the application of e-commerce has a positive and significant impact on the purchasing decisions of Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University. The results of this study can provide valuable insights for Telkomsel and other companies in similar industries to formulate a more effective marketing strategy, improve user experience, and ultimately increase sales of their products in this competitive market.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Telkomsel should continue to improve their e-commerce platform to ensure that it remains relevant and meets the needs of students as their target markets.
  • Telkomsel should focus on increasing user satisfaction by providing a user-friendly, fast, and informative online shopping experience.
  • Telkomsel should consider including other factors that influence purchasing decisions, such as promotion, brand reputation, and personal preferences, in their marketing strategy.

Future Research Directions

Future research can build on the findings of this study by exploring other factors that influence purchasing decisions, such as promotion, brand reputation, and personal preferences. Additionally, future research can investigate the impact of e-commerce on other industries and consumer groups.

References

  • [Insert references cited in the study]

Appendix

  • [Insert appendix materials, such as questionnaires, data analysis tables, and figures]

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Frequently Asked Questions (FAQs) about the Effect of E-Commerce Application on Telkomsel Product Purchasing Decisions to Students of the Teacher Training & Education Faculty of HKBP Nommensen University

Q: What is the main objective of this study?

A: The main objective of this study is to identify and analyze the effect of the application of e-commerce on the decision to purchase Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University.

Q: What is the hypothesis proposed in this study?

A: The hypothesis proposed in this study is that the application of e-commerce, which includes the quality of the system, information quality, service quality, use of systems, user satisfaction, and benefits, has a positive and significant impact on the purchasing decisions of Telkomsel products by these students.

Q: What is the sampling technique used in this study?

A: The sampling technique used in this study is purposive random sampling, where 101 respondents who met certain criteria were selected.

Q: What are the data analysis methods applied in this study?

A: The data analysis methods applied in this study include descriptive analysis and quantitative approaches, which consist of classic assumption tests, multiple linear regression tests, and hypothesis tests.

Q: What are the results of this study?

A: The results of this study show that the application of e-commerce has a positive and significant influence on the decision to purchase Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University. The most dominant variable that influences purchasing decisions is user satisfaction.

Q: What is the Adjusted R Square value of this study?

A: The Adjusted R Square value of this study is 0.438, which indicates that 43.8% of the purchasing decisions are influenced by the application of e-commerce which includes system quality, information quality, service quality, system use, user satisfaction, and benefits.

Q: What are the limitations of this study?

A: The limitations of this study are that the remaining 56.2% of the factors that influence purchasing decisions indicate that there are other variables that play a role in making consumer decisions. These factors can include external elements such as promotion, brand reputation, and also personal preferences from consumers themselves.

Q: What are the recommendations of this study?

A: The recommendations of this study are that Telkomsel should continue to improve their e-commerce platform to ensure that it remains relevant and meets the needs of students as their target markets. Telkomsel should focus on increasing user satisfaction by providing a user-friendly, fast, and informative online shopping experience.

Q: What are the future research directions of this study?

A: The future research directions of this study are to explore other factors that influence purchasing decisions, such as promotion, brand reputation, and personal preferences. Additionally, future research can investigate the impact of e-commerce on other industries and consumer groups.

Q: What are the implications of this study?

A: The implications of this study are that the application of e-commerce has a positive and significant impact on the purchasing decisions of Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University. This study can provide valuable insights for Telkomsel and other companies in similar industries to formulate a more effective marketing strategy, improve user experience, and ultimately increase sales of their products in this competitive market.

Q: What are the contributions of this study?

A: The contributions of this study are that it provides a comprehensive analysis of the effect of e-commerce on the purchasing decisions of Telkomsel products among students of the Teaching and Education Faculty of HKBP Nommensen University. This study can contribute to the existing body of knowledge in the field of marketing and e-commerce by providing insights into the factors that influence consumer behavior in the digital age.