Analisis Pengaruh Kepercayaan, Keamanan, Dan Kualitas Yang Dirasakan Terhadap Keputusan Pembelian Produk Di Aplikasi Shopee
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Aulia, Tasfiyah
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-04-01 04:13:20
Abstract :
The peak of the golden age of e-commerce in Indonesia occurred when the government regulated large-scale social restrictions (PSBB) as a response to the spread of COVID-19. The government limits the movement of people and the entry and exit of goods between regions. The public is advised to stand by at home. However, some needs must be obtained by leaving the house, one of which is food. So that people take advantage of the online shopping system. This research focuses on Shopee. This type of research is causality research and uses primary data through distributing questionnaires. Meanwhile, the research method used is quantitative. The sample in this research was 129 Shopee student users in the city of Surabaya. The sampling technique uses purposive sampling technique. The data obtained will be tested using Partial Lest Structural Equation Modeling (PLS-SEM). The results of this research show that the t count for the trust variable is 4.530, security shows 5.226, and perceived quality is 4.389. This means that the variables mentioned have a significant influence on purchasing decisions. Keywords: Trust, security, perceived quality, purchasing decisions.
The peak of the golden age of e-commerce in Indonesia occurred when the government regulated large-scale social restrictions (PSBB) as a response to the spread of COVID-19. The government limits the movement of people and the entry and exit of goods between regions. The public is advised to stand by at home. However, some needs must be obtained by leaving the house, one of which is food. So that people take advantage of the online shopping system. This research focuses on Shopee. This type of research is causality research and uses primary data through distributing questionnaires. Meanwhile, the research method used is quantitative. The sample in this research was 129 Shopee student users in the city of Surabaya. The sampling technique uses purposive sampling technique. The data obtained will be tested using Partial Lest Structural Equation Modeling (PLS-SEM). The results of this research show that the t count for the trust variable is 4.530, security shows 5.226, and perceived quality is 4.389. This means that the variables mentioned have a significant influence on purchasing decisions. Keywords: Trust, security, perceived quality, purchasing decisions.
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