This research is motivated by the emergence of the phenomenon of
online shopping through an online shop or from social networks. In particular, this
study reviewed the online shopping through buying and selling forum kaskus. The
development of internet users push the existence of a large potential for the
creation of online shopping, online shopping is now a lifestyle of modern society
and reach all layers and areas, online shopping has a positive impact also for the
equalization of goods distribution
The purpose of this study was to determine the effect of knowledge of
Internet technology, consumer confidence, quality website and product quality
online shopping motives. This research was conducted on consumers shopping
online in the forum kaskus and purchase a set number of samples of 100
respondents using purposive sampling method. Analytical methods used are
quantitative analysis and qualitative analysis. Data that has met the test of validity,
reliability test, and test the classical assumption processed resulting regression
equation as follows:
Y = 0300 X1 + .358 X2 + .335 X3 + .017 X4
Where online shopping motive variables (Y), knowledge of Internet
technologies (X1), consumer confidence (X2), the quality of the website (X3), and
product quality (X4). Hypothesis testing using t test showed that the four
independent variables under study is found to significantly affect the dependent
variable motifs shopping online. Then through the F test showed that the four
variables is feasible to test the dependent variable displacement brand decision.
Figures Adjusted R Square of 0.695 shows that 69.5 percent of the variation in
online shopping patterns may be explained by four independent variables in the
regression equation. While the rest of 64.9 percent is explained by other variables
outside of the four variables used in this study