Andi Firmantovani Kusuma, Andi (2021) PENGARUH KEMUDAHAN PENGUNAAN, PENGALAMAN BERBELANJA DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI SITUS JUAL BELI ONLINE SHOPEE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kemudahan penggunaan, pengalaman berbelanja dan kepercayaan konsumen terhadap keputusan pembelian di situs jual beli online shopee. Penelitian ini menggunakan strategi penelitian asosiatif, adapun metode yang digunakan dalam penelitian ini adalah metode analisis jalur. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sebanyak 110 responden dengan kriteria pengguna aplikasi shopee. Hasil penelitian membuktikan bahwa hipotesis t secara parsial menunjukan bahwa variabel kemudahan penggunaan secara parsial tidak terdapat pengaruh yang signifikan terhadap keputusan pembelian. Sedangkan variabel pengalaman berbelanja dan kepercayaan konsumen secara parsial terdapat pengaruh yang signifikan terhadap keputusan pembelian. Pengujian hipotesis f secara simultan terdapat pengaruh kemudahan penggunaan, pengalaman berbelanja dan kepercayaan konsumen terhadap keputusan pembelian. Pada penelitian ini variabel kepercayaan konsumen memiliki pengaruh paling dominan terhadap keputusan pembelian. This study aims to determine the effect of ease of use, shopping experience and consumer trust on purchasing decisions on the shopee online buying and selling site. This study uses an associative research strategy, while the method used in this study is the path analysis method. The sample was determined based on the purposive sampling method, with a total of 110 respondents with shopee application user criteria. Data analysis methods are validity test, reliability test, measure partial effect, measure simultaneous effect, t test, f test using SPSS version 25.00. The results of the study prove that the partial t hypothesis shows that the ease of use variable partially has no significant effect on purchasing decisions. While the variables of shopping experience and consumer confidence partially have a significant influence on purchasing decisions. Simultaneously testing the f hypothesis there is an effect of ease of use, shopping experience and consumer confidence on purchasing decisions. In this study, consumer confidence variable has the most dominant influence on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ANDI FIRMANTOVANI KUSUMA | ||||||||
| Date Deposited: | 25 Nov 2021 07:31 | ||||||||
| Last Modified: | 25 Nov 2021 07:31 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5987 |
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