Authors : Eka Sintia Novita Dewi; Ibrahim Daud; Muhammad Maladi

Volume/Issue : Volume 6 - 2021, Issue 7 - July

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3k7wCqR

Abstract : This study aims to examine the influence of consumer behavior factors on housewives' online purchase decisions during the pandemic in Kapuas Regency, Central Kalimantan. This research method is a quantitative research, with a cross-sectional research design having a sampling technique using accidental sampling. There were 50 housewives involved in this study which were analyzed with Multiple Linear Regression using SPSS for Windows program. The results showed that cultural factors and psychological factors showed positive influence on housewives' online purchasing decisions during the pandemic. However social factors and personal factors showed a negative influence on housewives' online shopping decisions during the pandemic. Cultural, social, personal and psychological factors simultaneously have no effect on housewives' online purchasing decisions during the pandemic.

Keywords : Cultural, Social, Personal, Psychological Factors, Purchase Decision