FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KEPUTUSAN PEMBELIAN SECARA ONLINE GENERASI MILENIAL PADA E-COMMERCE SHOPEE (Studi Kasus Konsumen di Wilayah Kelurahan Semper Timur)

DEBBY, DOMINICA (2022) FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KEPUTUSAN PEMBELIAN SECARA ONLINE GENERASI MILENIAL PADA E-COMMERCE SHOPEE (Studi Kasus Konsumen di Wilayah Kelurahan Semper Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KEPUTUSAN PEMBELIAN SECARA ONLINE GENERASI MILENIAL PADA E-COMMERCE SHOPEE (Studi Kasus Konsumen di Wilayah Kelurahan Semper Timur) ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh pemanfaatan aplikasi e-commerce, persepsi risiko, fintech knowledge dan faktor kepercayaan terhadap keputusan pembelian generasi milenial pada aplikasi Shopee di wilayah Kelurahan Semper Timur. Metoda yang digunakan adalah asosiatif kausal dengan pendekatan kuantitatif, Metoda survei dilakukan dengan kuesioner sebagai alat pengumpulan datanya. Populasi dalam penelitian ini adalah konsumen Shopee di wilayah Kelurahan Semper Timur. Sampel yang digunakan adalah 97 orang. Alat analisis yang digunakan adalah SmartPLS 3. Berdasarkan hasil dan pembahasan menunjukkan bahwa terdapat pengaruh signifikan pemanfaatan aplikasi e-commerce, persepsi risiko, fintech knowledge terhadap keputusan pembelian generasi milenial, sedangkan faktor kepercayaan tidak mempengaruhi keputusan pembelian. Secara simultan terdapat pengaruh signifikan pemanfaatan aplikasi e-commerce, persepsi risiko, fintech knowledge dan faktor kepercayaan terhadap keputusan pembelian generasi milenial pada aplikasi Shopee di wilayah Kelurahan Semper Timur. Kata kunci : Pemanfaatan Aplikasi E-Commerce, Persepsi Risiko, Fintech Knowledge, Faktor Kepercayaan, Keputusan Pembelian FACTORS AFFECTING THE BEHAVIOR OF ONLINE PURCHASE DECISIONS ON MILENIAL GENERATIONS IN E-COMMERCE SHOPEE (Case Study of Consumers in the Semper Timur Urban Village) ABSTRACT This study aims to determine and analyze the influence of the use of e-commerce applications, risk perception, fintech knowledge and trust factors on the purchasing decisions of the millennial generation on the Shopee application in the Semper Timur Village area. The method used is causal associative with a quantitative approach. The survey method is carried out using a questionnaire as a data collection tool. The population in this study are Shopee consumers in the Semper Timur Village area. The sample used is 97 people. The analytical tool used is SmartPLS 3. Based on the results and discussion, it shows that there is a significant influence on the use of e-commerce applications, risk perception, fintech knowledge on millennial generation purchasing decisions, while the trust factor does not affect purchasing decisions. Simultaneously there is a significant influence on the use of e-commerce applications, risk perception, fintech knowledge and trust factors on the purchasing decisions of the millennial generation on the Shopee application in the Semper Timur Village area. Keywords: Utilization of E-Commerce Applications, Risk Perception, Fintech Knowledge, Trust Factor, Purchase Decision

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorRamaditya, MuhammadNIDN0321118901ramaditya@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: DOMINICA DEBBY
Date Deposited: 01 Nov 2022 03:44
Last Modified: 01 Nov 2022 03:44
URI: http://repository.stei.ac.id/id/eprint/8752

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