Faktor-Faktor Pengendali Keputusan Pembelian di Marketplace Era Pandemi Covid-19

Abstrak Penelitian menganalisis keputusan pembelian di marketplace selama pandemi COVID-19. Keputusan pembelian yang baik sebagai pertanda bahwa selama pandemi, marketplace tidak terpengaruh dengan adanya pandemi. Analisis pengaruh brand image, word of mouth (WOM), lifestyle, kualitas informasi diharapkan dapat memberikan ukuran sejauh mana masyarakat memberikan keputusan pembelian di Marketplace. Kuesioner yang diperoleh dengan cara non probability sampling sebanyak 218 responden. Pengolahan data dengan analisis regresi linier berganda menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa semua variabel independen berpengaruh positif terhadap keputusan pembelian. Faktor-faktor ini akan memberikan kontribusi bagi marketplace dalam mengembangkan sistemnya untuk meningkatkan kinerja yang maksimal. Kata Kunci: brand image; word of mouth; lifestyle; kualitas informasi; keputusan pembelian. Abstract The study analyzed purchasing decisions in the marketplace during the COVID-19 pandemic. A good purchase decision is a sign that the marketplace is not affected by the pandemic during the pandemic. Analysis of the influence of brand image, word of mouth (WOM), lifestyle, and quality of information is expected to measure the extent to which people make purchasing decisions in the marketplace. The questionnaire was obtained using non-probability sampling of as many as 218 respondents—data processing with multiple linear regression analysis using SPSS 25. The results showed that all independent variables had a positive effect on purchasing decisions. These factors will contribute to the marketplace in developing its system to improve maximum performance. Keywords: brand image; word of mouth; lifestyles; information quality; purchase decision