PENGARUH KEPERCAYAAN, PERSEPSI HARGA DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI LAZADA (Studi Kasus Pada Masyarakat RW/015 Cipinang Muara)

Ulfah Novianti, Hasna (2019) PENGARUH KEPERCAYAAN, PERSEPSI HARGA DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI LAZADA (Studi Kasus Pada Masyarakat RW/015 Cipinang Muara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan, persepsi harga dan kemudahan transaksi terhadap keputusan pembelian konsumen di Lazada. Populasi penelitian ini adalah semua orang yang tinggal di RW 015 Cipinang Muara 3, Jakarta Timur dan yang pernah melakukan pembelian di Lazada. Sampel penelitian ini sebanyak 100 responden. Strategi penelitian yang digunakan adalah strategi asosiatif dengan metode kuesioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis koefisien determinasi parsial, simultan dan uji hipotesis. Hasil penelitian secara parsial menunjukkan pengaruh Kepercayaan terhadap keputusan pembelian 15,3% positif dan signifikan. Pengaruh Persepsi harga terhadap keputusan pembelian 7,18% positif dan signifikan. Pengaruh Kemudahan transaksi terhadap keputusan pembelian 8,92% positif dan signifikan. Hasil penelitian secara simultan menunjukkan pengaruh kepercayaan, persepsi harga dan kemudahan transaksi terhadap keputusan pembelian diperoleh sebesar 29%. Dan nilai signifikan F sebesar 0,000<0,50 menyimpulkan bahwa secara simultan antara kepercayaan, persepsi harga dan kemudahan transaksi terhadap keputusan pembelian. Kata Kunci: Kepercayaan, Persepi harga, Kemudahan transaksi dan Keputusan pembelian. ABSTRACT This study aims to determine the effect of trust, price perceptions and transaction ease on consumer purchasing decisions at Lazada. The study population was all people who lived in RW 015 Cipinang Muara 3, East Jakarta and who had made purchases at Lazada. The sample of this study were 100 respondents. The research strategy used was an associative strategy with the questionnaire method. The sampling technique used was purposive sampling. Analysis of the data used is the analysis of the coefficient of partial determination, simultaneous and hypothesis testing. The results of the research partially show the influence of Confidence on purchasing decisions is 15.3% positive and significant. The effect of price perception on purchasing decisions is 7.18% positive and significant. Effect of Ease of transaction on the purchase decision 8.92% positive and significant. The results of the study simultaneously showed the influence of trust, price perceptions and ease of transaction on purchasing decisions obtained by 29%. And a significant F value of 0,000 <0.50 concludes that simultaneous trust, price perception and ease of transaction towards purchasing decisions. Keywords: Trust, price perception, ease of transaction and purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSaefurahman, AsepUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 05 Jan 2022 04:33
Last Modified: 05 Jan 2022 04:33
URI: http://repository.stei.ac.id/id/eprint/6645

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