PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE SHOPEE

SIMATUPANG, RICO SAMUEL and Thamrin, Kemas Muhammad Husni and Iisnawati, Iisnawati (2022) PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE SHOPEE. Undergraduate thesis, Universitas Sriwijaya.

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Abstract

PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE SHOPEE Oleh: Rico Samuel Simatupang Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan, kemudahaan, dan kualitas informasi terhadap keputusan pembelian di toko online Shopee. Populasi pada penelitian ini adalah seluruh mahasiswa Universitas Sriwijaya yang pernah membeli produk melalui toko online Shopee. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 orang. Teknik analisis data yang digunakan adalah Regresi Linear Berganda. Hasil penelitian ini yaitu secara simultan menunjukkan bahwa variabel kepercayaan, kemudahan, dan kualitas informasi berpenaruh signifikan terhadap keputusan pembelian di toko online Shopee. Variabel yang berpengaruh dominan adalah variabel kemudahan. Kata kunci : Kepercayaan, Kemudahan, Kualitas Informasi, Keputusan Pembelian THE INFLUENCE OF TRUST, EASE OF USE, AND QUALITY OF INFORMATION TOWARD PURCHASE DECISION IN SHOPEE ONLINE STORE By: Rico Samuel Simatupang This research aims to know the influence of trust, ease of use, and quality of informasi on buying decisions on Shopee online store. The population of this research are consumer who have bought product from Shopee online store. The sampling methodis done by purposive sampling technique with the sample of 100 people. Multiple regressions are applied to answer the hypothesis as the analysis method. The result of this research shows that variable of trust, ease of use, and quality of information have significant effect on purchase decision simultaneously. The most dominant variable influencing is the ease of use. Keywords : Trust, Ease of Use, Quality of Information, Purchase Decision Acknowledge

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kepercayaan, Kemudahan, Kualitas Informasi, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB135-147 Mathematical economics. Quantitative methods Including econometrics, input-output analysis, game theory
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rico Samuel Simatupang
Date Deposited:	05 Aug 2022 05:30
Last Modified:	05 Aug 2022 05:30
URI:	http://repository.unsri.ac.id/id/eprint/76353

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