PENGARUH KEPERCAYAAN DAN RESIKO BERTRANSAKSI DI E-COMMERCE SHOPEE TERHADAP KEPUTUSAN MEMBELI YANG DIMEDIASI OLEH VARIABEL KEPUASAN (Studi Kasus Pada Mahasiswa STIE Indonesia Jakarta )

Purwoko, Wakhidah Moya (2021) PENGARUH KEPERCAYAAN DAN RESIKO BERTRANSAKSI DI E-COMMERCE SHOPEE TERHADAP KEPUTUSAN MEMBELI YANG DIMEDIASI OLEH VARIABEL KEPUASAN (Studi Kasus Pada Mahasiswa STIE Indonesia Jakarta ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonnomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan dan resiko bertransaksi di e-commerce shopee terhadap keputusan membeli yang dimediasi oleh variabel kepuasan pada mahasiswa/i Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta Metoda pengambilan data yang digunakan dalam penelitian ini yaitu metoda survei dengan menggunakan koesioner dimana sampel terpilih ditentukan dengan cara teknik purposive sampling, yang selanjutnya dianalisis dengan metoda analisis jalur menggunakan perangkat statistik SPSS versi 26.0. Hasil analisis menunjukkan bahwa: 1). Kepercayaan berpengaruh langsung terhadap kepuasan membeli pelanggan pada E- commerce Shopee, 2). Risiko bertransaksi tidak berpengaruh langsung terhadap kepuasan pelanggan pada E-commerce Shopee, 3). Kepercayaan berpengaruh langsung terhadap keputusan membeli pelanggan pada E-commerce Shopee, 4). Risiko bertransaksi berpengaruh langsung terhadap keputusan membeli pelanggan pada E-commerce Shopee, 5). Kepuasaan berpengaruh langsung terhadap keputusan membeli pelanggan pada E-commerce Shopee, 6). Kepercayaan berpengaruh terhadap keputusan membeli dengan kepuasan pelanggan sebagai variabel mediasi pada E-commerce Shopee, 7). Risiko Bertransaksi tidak berpengaruh terhadap keputusan membeli dengan kepuasan pelanggan sebagai variabel mediasi pada E-commerce Shopee Kata kunci : kepercayaan , resiko , keputusan membeli , kepuasan ABSTRACT This research aims to find out the influence of trust and risk of transacting in shopee e-commerce on purchase decisions mediated by satisfaction variables in students Of Indonesian Higher School of Economics Jakarta. The data retrieval method used in this study is a survey method using a coercioner where the selected sample is determined by means of purposive sampling technique, which is further analyzed by path analysis method using spss statistics device version 26.0. The results of the analysis showed that: 1). Trust has a direct effect on customer purchase satisfaction in Shopee E-commerce, 2). Transaction risk does not directly affect customer satisfaction in Shopee E-commerce, 3). Trust directly affects customer purchase decisions on Shopee E-commerce, 4). Transaction risks directly affect customer purchase decisions on Shopee E-commerce, 5). Satisfaction directly affects the decision to buy customers on Shopee E-commerce, 4). Transaction risk directly affects customer purchase decisions on Shopee E-commerce, 5). Satisfaction directly affects the decision to fix li customers on E-commerce Shopee, 6). Trust influences purchase decisions with customer satisfaction as a mediation variable on Shopee E-commerce, 7). Transacting risk has no effect on purchase decisions with customer satisfaction as a mediation variable on Shopee E-commerce Keywords: trust, risk, purchase decision, satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSyamsuar, Ginanjar0323106102ginanjar.syamsuar@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: WAKHIDAH MOYA PURWOKO
Date Deposited: 20 Sep 2021 22:08
Last Modified: 20 Sep 2021 22:08
URI: http://repository.stei.ac.id/id/eprint/5173

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