Putri, Farida Mey Megasari Subiyanto (2021) PENGARUH KUALITAS PRODUK, KEPERCAYAAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SECARA ONLINE (Studi pada Konsumen E-Commerce Shopee). Undergraduate thesis, Universitas Stikubank.
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Abstract
Shopee merupakan E-Commerce yang menawarkan berbagai macam produk dan pelayanan untuk membantu memenuhi kebutuhan sehari-hari masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kepercayaan, dan persepsi harga terhadap keputusan pembelian produk online pada E-Commerce Shopee. Metode pengambilan sampel penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 100 responden. Kriteria yang digunakan yaitu orang dewasa berusia minimal 17 tahun dan pernah melakukan pembelian di E-commerce Shopee minimal 2 kali. Pengumpulan data primer dilakukan dengan penyebaran kuesioner sebagai instrumen penelitian. Analisis data menggunakan metode analisis regresi linier berganda. Secara parsial variabel kualitas produk (X1) dan variabel persepsi harga (X3) berpengaruh positif terhadap keputusan pembelian pada konsumen E-Commerce Shopee. Sedangkan variabel kepercayaan (X2) tidak berpengaruh terhadap keputusan pembelian pada konsumen E-Commerce Shopee. Pada penelitian ini variabel persepsi harga memiliki pengaruh yang paling dominan dalam keputusan pembelian produk online pada E-Commerce Shopee. ABSTRACT Shopee is an E-Commerce that offers a wide range of products and services to help meet the daily needs of the community. This study aims to analyze the influence of product quality, trust, and price perception on online product purchasing decisions at Shopee E-Commerce. Sampling method of this research using purposive sampling technique with the number of samples as many as 100 respondents. The criteria used are adults at least 17 years old and have made a purchase at Shopee E-commerce at least 2 times. Primary data collection is carried out by distributing questionnaires as research instruments. Data analysis uses multiple linear regression analysis methods. Partially, product quality variables (X1) and price perception variables (X3) have a positive effect on purchasing decisions in Shopee E-Commerce consumers. While the trust variable (X2) has no effect on purchasing decisions on Shopee E-Commerce consumers. In this study variable price perception had the most dominant influence in the decision of purchasing online products at E-Commerce Shopee
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1810-NIM 17.05.51.0141 |
| Uncontrolled Keywords: | Kata kunci : kualitas produk, kepercayaan, persepsi harga, 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: | 18 May 2021 01:36 |
| Last Modified: | 18 May 2021 01:36 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7656 |
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