E-Marketing Strategy Analysis of Consumer Purchase Decision in Indonesia Online Sports Stores

This study aims to determine the effect of E-Marketing Marketing Mix on Purchase Decisions on online retail consumers of sports product sellers in Indonesia where in this study was conducted at PT. Decathlon Sport Indonesia because this company already has several cabins in Indonesia. The type of research used is exploratory research with a quantitative approach. The sampling technique uses random sampling. The number of samples used in this study amounted to 100 respondents. Methods of collecting data through questionnaires. The data analysis technique used is descriptive analysis and multiple linear regression analysis. The results of the study show that the obtained Fcount is 23,323 with a significance of 0,000. Ftable which is known to be alpha 5% or 0.05 of 0.361. The results of these calculations indicate that Fcount is greater than Ftable, which is 23.332> 0.361 with a smaller significance than alpha, which is 0.000 <;0.005. Based on the results of the t test it can be seen that there are four groups of independent variables which partially have a significant influence on purchasing decisions; 4Ps (Product, Price, Place, Promotion), P2 (Personalization, Privacy), C2 (Customer Service, Community), and S2 (Site, Security). The dominant group of variables on purchasing decisions are P2 (Personalization, Privacy) and S2 (Site, Security).