PENGARUH HARGA DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI FACEBOOK GROUP KENDARI JUAL BELI CEPAT (KJBC)

Changes in internet information technology have brought about changes in the intensity of buying and selling online, including through the Facebook social media group. The purpose of this study was to determine the effect of partially and simultaneously the price and trust variables, on the online purchase decision in the Facebook group Kendari jual beli cepat. This type of research is exsplanatory research. The population of this research is all of the members of the Facebook Group Kendari jual beli cepat, amounting to 427,000 people. By using the Slovin method, a sample of 100 respondents was determined. Data collected by purposive sampling using a questionnaire. The analytical method used is multiple linear regression, which includes the validity test, reliability test, classic assumption test and t test and F test. The results of the study indicate that price does not have a significant effect on online purchasing decisions on the facebook group Kendari jual beli cepat. Trust is stated to have a positive and significant effect on online purchasing decisions on the Facebook group Kendari jual beli cepat. Simultaneously Price and Confidence have a positive and significant effect on online purchasing decisions in the Facebook group Kendari jual beli cepat. This shows that to increase the intensity of online purchasing decisions, sellers or pelapak on Facebook group Kendari jual beli cepat, must maintain consumer trust.