Soft Modeling of Online Consumer Behavior on E-Business: Marketing Mix, Social Culture, Information Technology and Humanism as a Moderator

摘要

Today many banking institutions have implemented e-business in business activities. Nevertheless, there are still very limited consumers who optimize e-business for business. The purpose of this study is to examine the online consumer purchasing decision model in e-business and the role of external factors (marketing mix, socio-culture, information technology, humanism) on online consumer decision making. This study uses the population of managers of banking institutions in the province of Central Java. The research used the survey method. Instrument data collection with questionnaires sent by post. The number of respondents obtained is 100 people. Technique of collecting data with random sampling is method of collecting data which done by random. Instrument testing uses validity and reliability. Statistical analysis with SEM PLS because the amount of data is small and not normally distributed. This study uses the approach of Engel's theory (2006). The results show that (1) The concept of "Consumer Decision Journey" is still applicable in the context of online consumer behavior in e-business because every step of the online consumer decision making process has significant influence (2) The results showed that marketing mix, social culture, information technology, humanism has no significant effect on the process of online consumer purchasing decision making (online consumer behavior).