Pengaruh gaya hidup, kemudahan, dan kepercayaan terhadap keputusan pembelian online e-commerce lazada
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
WARDHANA, AURELIE NADYA
Subject
HD Industries. Land use. Labor
Datestamp
2022-09-27 08:05:57
Abstract :
ABSTRAK Dengan menawarkan pilihan keuangan dan pembayaran yang aman, peran pasar sebagai perantara antara pembeli dan penjual di dunia maya meningkatkan transaksi online.Salah satu pengecer internet paling terkenal di Indonesia adalah Lazada.co.idi.Lazada Indonesia, didirikan pada tahun 2012, merupakan anggota dari Lazada Group, yang menjalankan bisnis di seluruh Asia Tenggara.Penelitian ini menggunakan penelitian deskriptif kuantitatif sebagai metodologinya.Peneliti memilih pendekatan ini karena kuesioner digunakan untuk mengumpulkan data.Oleh karena itu, kesimpulan yang dapat diambil untuk penelitian ini adalah langsung setelah kuesioner dibagikan, data dikumpulkan, dan tugas analisis data selesai. 91 partisipan penelitian mengungkapkan informasi mengenai pengaruh variabel X1 sebagai gaya hidup, variabel X2 sebagai kenyamanan, dan variabel X3 sebagai kepercayaan terhadap variabel Y yaitu keputusan pembelian. Berdasarkan hasil penelitian, ada beberapa penyebab yang perlu dibahas, antara lain hipotesis pertama bahwa gaya hidup (X1), kenyamanan (X2), dan kepercayaan (X3) berpengaruh terhadap keputusan pembelian (Y). Perolehan nilai signifikansi Lifestyle sebesar 0,001, Ease sebesar 0,000, dan Trust sebesar 0,009 menunjukkan hal tersebut. Hipotesis ?Gaya Hidup, Kemudahan, dan Kepercayaan memiliki pengaruh stimulan terhadap keputusan pembelian? dinyatakan diterima berdasarkan hasil uji t pada variabel gaya hidup, kenyamanan, dan kepercayaan. Signifikansi uji-t kurang dari 0,05.. Kata kunci : Gaya Hidup, Kemudahan, Kepercayaan, Keputusan Pembelian Online ABSTRACT The existence of a market place as an intermediary between sellers and buyers in cyberspace by providing facilities and secure payment methods provides convenience in online transactions. Lazada.co.id is one of the most popular forms of online shop in Indonesia. Lazada Indonesia was founded in 2012 and is part of the Lazada Group which operates in Southeast Asia. The research used in this research is descriptive quantitative research. The reason the researcher uses this method is that the data is collected using a questionnaire, so that if the distribution of the questionnaire has been carried out or the data has been collected and data analysis activities are carried out, it will be easy to draw conclusions so that the research will be considered complete. Research involving as many as 91 respondents, to provide information about the effect of X1 as a lifestyle, the variable X2 as convenience, and X3 as a belief in its influence on the variable Y, namely purchasing decisions. Based on the results of the research that has been done, there are several explanations that will be described by the research, namely, on the first hypothesis that there is a stimulant effect between Lifestyle (X1), as convenience (X2) and as trust (X3) on Purchase Decisions (Y). . This can be seen from the acquisition of a Lifestyle significance value of 0.001, Ease of 0.000, and Trust of 0.009. From the results of the t-test on the lifestyle, convenience, and trust variables, it states that the significance of the t-test is less than 0.05, so the hypothesis states " Lifestyle, Ease, and Trust have a stimulant effect on purchasing decisions" are declared accepted. Keyword : Lifestyle,convenience, trust, online purchasing decisions
ABSTRAK Dengan menawarkan pilihan keuangan dan pembayaran yang aman, peran pasar sebagai perantara antara pembeli dan penjual di dunia maya meningkatkan transaksi online.Salah satu pengecer internet paling terkenal di Indonesia adalah Lazada.co.idi.Lazada Indonesia, didirikan pada tahun 2012, merupakan anggota dari Lazada Group, yang menjalankan bisnis di seluruh Asia Tenggara.Penelitian ini menggunakan penelitian deskriptif kuantitatif sebagai metodologinya.Peneliti memilih pendekatan ini karena kuesioner digunakan untuk mengumpulkan data.Oleh karena itu, kesimpulan yang dapat diambil untuk penelitian ini adalah langsung setelah kuesioner dibagikan, data dikumpulkan, dan tugas analisis data selesai. 91 partisipan penelitian mengungkapkan informasi mengenai pengaruh variabel X1 sebagai gaya hidup, variabel X2 sebagai kenyamanan, dan variabel X3 sebagai kepercayaan terhadap variabel Y yaitu keputusan pembelian. Berdasarkan hasil penelitian, ada beberapa penyebab yang perlu dibahas, antara lain hipotesis pertama bahwa gaya hidup (X1), kenyamanan (X2), dan kepercayaan (X3) berpengaruh terhadap keputusan pembelian (Y). Perolehan nilai signifikansi Lifestyle sebesar 0,001, Ease sebesar 0,000, dan Trust sebesar 0,009 menunjukkan hal tersebut. Hipotesis ?Gaya Hidup, Kemudahan, dan Kepercayaan memiliki pengaruh stimulan terhadap keputusan pembelian? dinyatakan diterima berdasarkan hasil uji t pada variabel gaya hidup, kenyamanan, dan kepercayaan. Signifikansi uji-t kurang dari 0,05.. Kata kunci : Gaya Hidup, Kemudahan, Kepercayaan, Keputusan Pembelian Online ABSTRACT The existence of a market place as an intermediary between sellers and buyers in cyberspace by providing facilities and secure payment methods provides convenience in online transactions. Lazada.co.id is one of the most popular forms of online shop in Indonesia. Lazada Indonesia was founded in 2012 and is part of the Lazada Group which operates in Southeast Asia. The research used in this research is descriptive quantitative research. The reason the researcher uses this method is that the data is collected using a questionnaire, so that if the distribution of the questionnaire has been carried out or the data has been collected and data analysis activities are carried out, it will be easy to draw conclusions so that the research will be considered complete. Research involving as many as 91 respondents, to provide information about the effect of X1 as a lifestyle, the variable X2 as convenience, and X3 as a belief in its influence on the variable Y, namely purchasing decisions. Based on the results of the research that has been done, there are several explanations that will be described by the research, namely, on the first hypothesis that there is a stimulant effect between Lifestyle (X1), as convenience (X2) and as trust (X3) on Purchase Decisions (Y). . This can be seen from the acquisition of a Lifestyle significance value of 0.001, Ease of 0.000, and Trust of 0.009. From the results of the t-test on the lifestyle, convenience, and trust variables, it states that the significance of the t-test is less than 0.05, so the hypothesis states " Lifestyle, Ease, and Trust have a stimulant effect on purchasing decisions" are declared accepted. Keyword : Lifestyle,convenience, trust, online purchasing decisions
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