PENGARUH KEPERCAYAAN, KEMUDAHAN DAN KEAMANAN BERTRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE SHOP LAZADA (Studi Kasus : Mahasiswa YARSI, Jakarta Pusat)

NUGROHO, GALIH (2019) PENGARUH KEPERCAYAAN, KEMUDAHAN DAN KEAMANAN BERTRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE SHOP LAZADA (Studi Kasus : Mahasiswa YARSI, Jakarta Pusat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kepercayaan, kemudahan dan keamanan bertransaksi terhadap keputusan pembelian online shop Lazada. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif kuantitatif dan Metode penelitian yang digunakan adalah survei. Populasi dalam penelitian ini adalah populasi target adalah seluruh mahasiswa Universitas YARSI, Jakarta Pusat. Peneliti menggunakan teknik simple random sampling, perhitungan sampel menggunakan formula lemeshow sehingga diperoleh jumlah sampel sebanyak 97 orang. Teknik analisis data yang digunakan dalam penelitian ini yaitu koefisien determinasi, dan uji hipotesis dengan menggunakan software SPSS 22.0. Berdasarkan hasil dan pembahasan menunjukkan bahwa secara parsial terdapat pengaruh signifikan antara kemudahan terhadap keputusan pembelian melalui online shop Lazada mahasiswa Yarsi Jakarta Pusat; secara parsial terdapat pengaruh signifikan antara keamanan bertransaksi terhadap keputusan pembelian melalui online shop Lazada mahasiswa Yarsi Jakarta Pusat ; secara simultan terdapat pengaruh signifikan antara kepercayaan, kemudahan dan keamanan bertransaksi terhadap keputusan pembelian melalui online shop Lazada mahasiswa Yarsi Jakarta Pusat. Kata kunci : Kepercayaan, Kemudahan, Keamanan Bertransaksi, Keputusan Pembelian ABSTRACT This research aims to find out and analyze the influence of trust, convenience and security of transactions on Lazada online shop purchase decisions. The strategy used in this study was a quantitative associative research strategy and the research method used was a survey. The population in this study was the target population was all students of YARSI University, Central Jakarta. Researchers used thetechnique simple random sampling, sample calculation using the lemeshow formula so that a total sample of 97 people was obtained. Data analysis techniques used in this study are coefficient of determination, and hypothesis testing using SPSS 22.0 software. Based on the results and discussion, it showed that partially there was a significant influence between ease of purchasing decisions through Lazada online shop students Yarsi Central Jakarta; partially there was a significant influence between transaction security on purchasing decisions through Lazada Yarsi Central Jakarta students' online shop; Simultaneously there was a significant influence between trust, convenience and security of transactions on purchasing decisions through Lazada online shop Yarsi Central Jakarta students. Keywords : Trust, Ease, Transaction Security, Decision Purchasing

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMegayani, MegayaniUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 06 Dec 2021 07:57
Last Modified: 06 Dec 2021 07:57
URI: http://repository.stei.ac.id/id/eprint/6108

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