Pengaruh Reference Group, Reasonable Price, dan Perceived Usefulness Terhadap Online Purchase Intention

Abstract

This study aims to analyze the influence of reference group, reasonable price, and perceived usefulness on online purchase intention on iPad products in Indonesia. Data collection was carried out using a closed questionnaire assisted by Google Forms with a target respondent of 165 iPad product users in Indonesia chosed by the purposive sampling technique. The data obtained were then processed with IBM SPSS 27 using multiple regression analysis tests including pre-test tests of validity, reliability, and classical assumptions, as well as main-test tests of descriptive analysis, hypothesis testing, and coefficient of determination tests. It was concluded that reference group, reasonable price, and perceived usefulness have a significant and positive impact on online purchase intention on iPad products in Indonesia, both partially and simultaneously.