Apriliani, Nenden (2021) PENGARUH KEMUDAHAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DAN REPURCHASE INTENTION PADA PENGGUNA SHOPEE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah ada pengaruh kemudahan dan kepercayaan terhadap keputusan pembelian dan repurchase intention pada pengguna Shopee. Metode penelitian yang digunakan peneliti adalah kuantitatif dengan dengan strategi penelitian yang digunakan peneliti adalah strategi asosiatif / kausalitas. Penelitian ini menggunakan data primer dan sekunder dengan penyebaran kuesioner sebanyak 100 mahasiswa Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta. Teknik pengambilan sampel digunakan dengan Non probability sampling metode sensus (sampling total). Metode pengolahan data dalam penelitian ini menggunakan structural equation modeling (SEM) penelitian menguji Inner model, outer model dan hipotesis dengan menggunakan aplikasi SmartPLS 3.0. Hasil penelitian ini menunjukan bahwa variabel kemudahan berpengaruh terhadap keputusan pembelian, kepercayaan berpengaruh terhadap keputusan pembelian, kemudahan berpengaruh terhadap repurchase intention, kepercayaan tidak berpengaruh terhadap repurchase intention, dan keputusan pembelian berpengaruh terhadap repurchase intention. Kata kunci : Kemudahan, Kepercayaan, Keputusan Pembelian, Repurchase Intention. ABSTRACT This study aims to examine how the influence of eassiness and trust on purchasing decisions and repurchase intentions of Shopee users. The research method used by the researcher is quantitative with the research strategy used by the researcher is the associative / causative strategy. This study uses primary and secondary data by distributing questionnaires to 100 students of the Indonesian College of Economics, Jakarta. The sampling technique used was non-probability sampling census method (total sampling). The data processing method in this study uses structural equation modeling (SEM). The research tests the Inner model, outer model and hypothesis using the SmartPLS 3.0 application. The results of this study indicate that the eassiness variable has an effect on purchasing decisions, trust has an effect on purchasing decisions, eassiness has an effect on repurchase intention, trust has no effect on repurchase intention and purchase decisions has an effect on repurchase intention. Keywords : Eassiness, Trust, Purchase Decision, Repurchase Intention.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | NENDEN APRILIANI | ||||||||
| Date Deposited: | 06 Dec 2021 02:58 | ||||||||
| Last Modified: | 06 Dec 2021 02:58 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6073 |
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