SOFT MODEL : ONLINE CONSUMER BEHAVIOR WITH SOCIAL CULTURE AS MODERATING EFFECTS

E-business becomes the scope of this research, specifically related to online consumer behavior. The main theories underlying this research are consumer behavioral theory (Kotler and Armstrong, 1999) and consumer journey decision theory (Consumer Decission Journey) (McKinsey, 2009). The study aims to examine social and cultural contributions to online consumer behavior, and online consumer decision making has not been widely practiced. The novelty of this research is (1) socio-culture becomes moderation variable meaning as variable of consumer behavior control especially consumer online, in the way of consumer decision online (Consumer Decission Journey). This research is a survey research where the type of data used is primary and secondary data with the population is the leadership / marketing manager of UMKM business such as batik, handicraft and traditional food in Central Java province . Data collection instrument in the form of questionnaire (questionnaire) either with open question or closed. Data analysis methods used include 1) instrument test, namely validity test and reliability test, 2) model analysis with SEM-PLS. This study resulted in the finding that socio-culture has no significant effect as a moderating variable in consumer behavior in the online purchasing decision process. The results of this study do not support the consumer behavior theory of Kotler and Armstrong (1999) and consumer journey decision theory (Consumer Decission Journey) (McKinsey, 2009)