ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN TERHADAP PEMBELIAN SECARA ONLINE DAN OFFLINE (STUDI KASUS: KONSUMEN TOKO KUE PAWON OMAH KAB. SUKABUMI)

This study aims to analyze factors influencing consumer purchasing decisions both online and offline at Pawon Omah bakery in Sukabumi Regency. Factors include product quality, price, ease of access, trust and security, and shopping experience. The research uses a quantitative approach with purposive sampling technique. Data was collected through questionnaires distributed to 120 consumer respondents at Pawon Omah store. Data analysis used multiple linear regression with SPSS 25. Results show that product quality does not significantly affect online purchases but positively influences offline purchases. Price positively affects online purchases and negatively affects offline purchases. Ease of access positively influences both online and offline purchases. Trust and security do not significantly affect online purchases but positively influence offline purchases. Shopping experience does not affect online purchases but positively influences offline purchases. These findings provide important insights for businesses in optimizing their marketing strategies in the digital era.

Keywords: consumer purchasing decisions, e-commerce, online and offline purchasing factors, digital consumer behavior.