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The Effect of the e-Commerce Website, Price and Corporate Brand in Purchase Decisions and Its Implications on Customer Satisfaction in B2B Online Shop

Sugiyatno, Har Adi Basri

Abstract: This research aims to analyse the relationship between website, price, corporate brand in purchasing decision on customer satisfaction online purchases in Business to Business. This research is conducted at PT. Iniled Indonesia Industry which has an online purchase website named www.tokotakumi.com a company that provides goods for supporting the industrial production process needs. The data used in this research are primary data and secondary data. Secondary data are obtained from various sources such as books, journals and other published data. The primary data are obtained through the distribution of questionnaires to customers who have made purchase. The number of samples used in this research is 92 companies. The sampling technique is done by purposive sampling, the data are processed with multiple linear regression equation with SPSS 25 to know the percentage of contribution of independent variable on the dependent variable. The results show that the product and price variables partially have a positive and significant effect on customer satisfaction while the variable place, promotion, person, process and physical evidence partially have a positive but not significant one on customer satisfaction. This results also show all dependent variable simultaneously influence to customer satisfaction. At the managerial level, this research can be used as a recommendation for PT. Iniled Indonesia Industry in order to increase customer satisfaction for industrial or Business to Business.

Keywords: Website, Price, Corporate Brand, Purchase Decision, Customer Satisfaction,

Country: Indonesia, Subject Area: Marketing

Pages: 267 - 272

Edition: Volume 8 Issue 10, October 2019

How to Cite this Article?

Sugiyatno, Har Adi Basri, "The Effect of the e-Commerce Website, Price and Corporate Brand in Purchase Decisions and Its Implications on Customer Satisfaction in B2B Online Shop", International Journal of Science and Research (IJSR), https://www.ijsr.net/archive/v8i10/show_abstract.php?id=ART20201454, Volume 8 Issue 10, October 2019, 267 - 272

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