Wicaksono, Wahyu Agung (2020) PENGARUH PERSEPSI RISIKO, ONLINE CUSTOMER REVIEW DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI SHOPEE (Studi kasus pada Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Stikubank Semarang). Undergraduate thesis, Universitas Stikubank.
![[thumbnail of HALAMAN JUDUL]](/style/images/fileicons/application_pdf.png) |
PDF (HALAMAN JUDUL)
Download (348kB) |
|
PDF (ABSTRAK)
Download (33kB) |
|
PDF (BAB I)
Download (131kB) |
|
PDF (BAB II)
Restricted to Repository staff only Download (117kB) |
|
PDF (BAB III)
Restricted to Repository staff only Download (73kB) |
|
PDF (BAB IV)
Restricted to Repository staff only Download (92kB) |
|
PDF (BAB V)
Restricted to Repository staff only Download (29kB) |
|
PDF (DAFTAR PUSTAKA)
Download (49kB) |
|
PDF (LAMPIRAN)
Restricted to Repository staff only Download (1MB) |
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh atau seberapa besar pengaruh variabel persepsi risiko, online customer review dan kepercayaan terhadap keputusan pembelian secara online di Shopee studi kasus pada mahasiswa Fakultas Ekonomika dan Bisnis Universitas Stikubank Semarang. Populasi pada penelitian ini adalah seluruh mahasiswa Fakultas Ekonomika dan Binsis Universitas Stikubank Semarang yang berjumlah 2.037 mahasiwa, sehingga teknik pengambilan sampel yang digunakan adalah purposive sampling. Jadi sampel pada penelitian ini berjumlah 100 responden. Uji instrumen menggunakan uji validitas dan reliabilitas. Uji hipotesis menggunakan analisis regresi linier berganda untuk menjelaskan hubungan antar variabel. Hasil dari penelitian menunjukkan secara simultan variabel persepsi risiko, online customer review dan kepercayaan berpengaruh terhadap keputusan pembelian. Secara parsial variabel persepsi risiko dan kepercayaan berpengaruh signfikan terhadap keputusan pembelian sedangkan variabel online customer review tidak berpengaruh terhadap keputusan pembelian. ABSTRACT The purpose of the study was to determine the effect or how much influence the variables of risk perception, online customer review and trust on the online purchasing decisions in Shopee case studies on students of the Faculty of Economic and Business University of Stikubank Semarang. The population in this study were all students of the Faculty of Economics and Business of the University of Stikubank Semarang, totaling 2,037 students, so the sampling technique used was purposive sampling. So the sample in this study amounted to 100 respondents. The instrument test uses validity and reliability tests. Hypothesis testing uses multiple linear regression analysis to explain the relationship between variables. The results of the study indicate simultaneously variables of risk perception, online customer reviews and trust influence on purchasing decisions. Partially, risk perception and trust variables have a significant effect on purchasing decisions while online customer review variables have no effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1727 NIM 16.05.51.0309 |
| Uncontrolled Keywords: | Kata Kunci : Persepsi Risiko, Online Customer Review, Kepercayaan dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 05 Nov 2020 03:18 |
| Last Modified: | 05 Nov 2020 03:18 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7307 |
Actions (login required)
 |
View Item |
