Prambaham, Muhammad Har (2020) PENGARUH HARGA, KUALITAS PELAYANAN, DAN PERSEPSI RESIKO TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (Survei Pada Mahasiswa Unisbank Semarang). Undergraduate thesis, Universitas Stikubank.
![[thumbnail of HALAMAN JUDUL]](/style/images/fileicons/application_pdf.png) |
PDF (HALAMAN JUDUL)
Download (566kB) |
|
PDF (ABSTRAK)
Download (188kB) |
|
PDF (BAB I)
Download (761kB) |
|
PDF (BAB II)
Restricted to Repository staff only Download (445kB) |
|
PDF (BAB III)
Restricted to Repository staff only Download (346kB) |
|
PDF (BAB IV)
Restricted to Repository staff only Download (2MB) |
|
PDF (BAB V)
Restricted to Repository staff only Download (2MB) |
|
PDF (DAFTAR PUSTAKA)
Download (308kB) |
|
PDF (LAMPIRAN)
Restricted to Repository staff only Download (2MB) |
Abstract
Di dunia ada situs E-commerce yang tidak terhitung banyaknya, namun yang berkembang pesat di Indonesia adalah Marketplace. Di Indonesia terdapat Marketplace populer salah satunya adalah E-commerce Shopee yang menduduki aplikasi playstore dan appstore peringkat satu. Sementara itu fokus dari Shopee yaitu media untuk menjalankan program yang menjadikan konsumen lebih praktis untuk berbelanja karena di lengkapi dengan karakteristik chat secara langsung untuk memudahkan konsumen. Penelitian ini bertujuan untuk mengetahui harga, kualitas pelayanan, dan persepsi resiko terhadap keputusan pembelian di E-Commerce Shopee. Populasi penelitian ini adalah Mahasiswa Unisbank Semarang yang pernah berbelanja paling sedikit satu kali di E-Commerce Shopee dengan jumlah sampel 100 responden. Metode pengumpulan data menggunakan kuesioner. Analisis yang digunakan dalam penelitian ini adalah Uji Instrumen Penelitian, Uji Determinasi, Uji F, Uji t, Uji Regresi. Temuan penelitian bahwa Harga dan Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian di E-commerce Shopee, sedangkan hasil dari Persepsi Resiko berpengaruh negatif dan signifikan terhadap keputusan pembalian di E-commerce Shopee. ABSTRACT In the world there are countless E-commerce sites, but what is growing rapidly in Indonesia is the Marketplace. In Indonesia, there is a popular marketplace, one of which is E-commerce Shopee, which is ranked first in the Playstore and Appstore applications. Meanwhile, the focus of shopee is the media to run programs that make consumers more practical to shop because they are equipped with live chat characteristics to make it easier for consumers. This study aims to determine the price, service quality, and risk perception of purchasing decisions at E-Commerce Shopee. The population of this research is Unisbank Semarang students who have shopped at least once at E-Commerce Shopee with a sample size of 100 respondents. The data collection method used a questionnaire. The analysis used in this research is the Research Instrument Test, the Determination Test, the F test, the t test, and the regression test. The research finding is that Price and Service Quality have a positive and significant effect on purchasing decisions in E-commerce Shopee, while the results of risk perceptions have a negative and significant effect on purchasing decisions in E-commerce Shopee.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1737 NIM 16.05.51.0257 |
| Uncontrolled Keywords: | Kata Kunci: Harga, Kualitas Pelayanan, Persepsi Resiko, 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: | 09 Nov 2020 01:55 |
| Last Modified: | 09 Nov 2020 01:55 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7336 |
Actions (login required)
 |
View Item |
