Naula, Ika Minhatul (2020) PENGARUH PERSPSI HARGA, KEMUDAHAN, DAN KEAMANANTERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE DI BUKALAPAK. Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini untuk menganalisi persepsi harga, kemudahan dan keamanan terhadap keputusan pembelian produk fashion secara online melalui aplikasi Bukalapak. Penelitian ini dilakukan terhadap konsumen Bukalapak. Populasi ini adalah semua konsumen Bukalapak dengan responden sebanyak 100 konsumen yang ditetapkan dengan menggunakan Accidental sampling. Untuk mendapatkan data menggunakan kuisioner dan data sekunder diperoleh dengan menggunakan studi pustaka. Data primer diolah dengan menggunakan SPSS versi 22 dengan hasil sebagai berikut. berdasarkan pada uji instrumen dihasilkan bahwa, semua indikator dinyatakan valid dan semua variabel dinyatakan reliabel. Berdasarkan pada uji t dan koefisien regresi menunjukan bahwa variabel persepsi harga berpengaruh terhadap keputusan pembelian produk fashion di Bukalapak. Kemudahan berpengaruh positif dan signifikan terhadap keputusan pembelian produk fashion di Bukalapak. Keamanan tidak berpengaruh terhadap keputusan pembelian produk fashion di Bukalapak. This study is to analyze price perceptions, convenience and security of purchasing decisions for fashion products online through the Bukalapak application. This research was conducted onBukalapakconsumersi. This population is all Bukalapak consumers with 100 respondents who were determined using Accidental sampling. To get data using questionnaires and secondary data obtained using literature study. Primary data were processed using SPSS version 22 with the following results. Based on the instrument test results, all indicators are valid and all variables are declared reliable. Based on the t test and the regression coefficient shows that the variable price perception does affect the purchasing decision of fashion products in Bukalapak. Ease has a positive and significant influence on purchasing decisions for fashion products in Bukalapak. Safety does not affect the purchase decision for fashion products in Bukalapak.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1617 NIM.16.05.51.0253 |
| Uncontrolled Keywords: | Persepsi Harga, Kemudahan, Keamanan, dan Keputusan Pembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 11 May 2020 03:14 |
| Last Modified: | 11 May 2020 03:14 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6730 |
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