PENGARUH KEPERCAYAAN, KUALITAS PELAYANAN
DAN WORD OF MOUTH TERHADAP KEPUTUSAN
PEMBELIAN SECARA ONLINE DI SHOPEE
(Studi Kasus di RW 004 Swasembada Timur, Tanjung Priok, Jakarta Utara)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Wulandarie, Gita
Subject
Manajemen Pemasaran
Datestamp
2021-11-22 07:43:42
Abstract :
Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan, kualitas pelayanan, dan word of mouth terhadap keputusan pembelian secara online pada e-commerce shopee. Kepercayaan, kualitas pelayanan, dan word of mouth sebagai variabel independen dan variabel dependen dalam peneliatian ini adalah keputusan pembelian. Metode penelitian dalam penelitian ini adalah survei yang dilakukan dengan menyebar kuesioner. Populasi dalam penelitian ini adalah seluruh konsumen e?commerce Shopee di RW 004, Swasembada Timur, Tanjung Priok, Jakarta Utara. Penentuan sampel menggunakan metode purposive sampling, dengan sampel sebanyak 90 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis koefisien determinasi parsial dan berganda. Pengolahan data dilakukan dengan aplikasi komputerisasi SPSS ver.23 Uji hipotesis secara parsial variabel Kepercayaan, Kualitas Pelayanan dan Word Of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, besar pengaruh berdasarkan nilai koefisien determinasi parsial variabel kepercayaan sebesar 59,59%, besar pengaruh berdasarkan analisis koefisien determinasi parsial variable kualitas pelayanan sebesar 60,06%, besar pengaruh berdasarkan analisis koefisien determinasi parsial variable Word Of Mouth sebesar 3,13% dan hasil uji hipotesis secara simultan variabel Kepercayaan, Kualitas Pelayanan dan Word Of Mouth berpengaruh signifikan secara bersamaan terhadap Keputusan Pembelian dengan besar pengaruh berdasarkan analisis koefisien determinasi berganda sebesar 69,4%. Kata kunci : Kepercayaan, Kualitas Pelayanan, Word Of Mouth, Keputusan Pembelian This study aims to determine the effect of trust, service quality, and word of mouth on online purchasing decisions on e-commerce shopee. Trust, service quality, and word of mouth as independent variables and the dependent variable in this research is purchasing decisions. The research method in this study is a survey conducted by distributing questionnaires. The population in this study were all Shopee e-commerce consumers in RW 004, East Swasembada, Tanjung Priok, North Jakarta. Determination of the sample using purposive sampling method, with a sample of 90 respondents. Analysis of the data used in this study is the analysis of the coefficient of partial and multiple determination. Data processing is carried out with the SPSS ver.23 computerized application Test the hypothesis partially the variables Trust, Service Quality and Word Of Mouth have a significant effect on Purchase Decisions, the effect is based on the coefficient of partial determination of the trust variable of 59.59%, the influence is based on the analysis of the coefficient of partial determination of the service quality variable of 60.06%, The magnitude of the effect based on the analysis of the coefficient of partial determination of the Word Of Mouth variable is 3.13% and the results of the simultaneous hypothesis test of the variables Trust, Service Quality and Word Of Mouth have a significant effect simultaneously on Purchase Decisions with a large influence based on the analysis of the coefficient of multiple determination of 69.4 %. Keywords: Trust, Service Quality, Word Of Mouth, Purchase Decision
Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan, kualitas pelayanan, dan word of mouth terhadap keputusan pembelian secara online pada e-commerce shopee. Kepercayaan, kualitas pelayanan, dan word of mouth sebagai variabel independen dan variabel dependen dalam peneliatian ini adalah keputusan pembelian. Metode penelitian dalam penelitian ini adalah survei yang dilakukan dengan menyebar kuesioner. Populasi dalam penelitian ini adalah seluruh konsumen e?commerce Shopee di RW 004, Swasembada Timur, Tanjung Priok, Jakarta Utara. Penentuan sampel menggunakan metode purposive sampling, dengan sampel sebanyak 90 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis koefisien determinasi parsial dan berganda. Pengolahan data dilakukan dengan aplikasi komputerisasi SPSS ver.23 Uji hipotesis secara parsial variabel Kepercayaan, Kualitas Pelayanan dan Word Of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, besar pengaruh berdasarkan nilai koefisien determinasi parsial variabel kepercayaan sebesar 59,59%, besar pengaruh berdasarkan analisis koefisien determinasi parsial variable kualitas pelayanan sebesar 60,06%, besar pengaruh berdasarkan analisis koefisien determinasi parsial variable Word Of Mouth sebesar 3,13% dan hasil uji hipotesis secara simultan variabel Kepercayaan, Kualitas Pelayanan dan Word Of Mouth berpengaruh signifikan secara bersamaan terhadap Keputusan Pembelian dengan besar pengaruh berdasarkan analisis koefisien determinasi berganda sebesar 69,4%. Kata kunci : Kepercayaan, Kualitas Pelayanan, Word Of Mouth, Keputusan Pembelian This study aims to determine the effect of trust, service quality, and word of mouth on online purchasing decisions on e-commerce shopee. Trust, service quality, and word of mouth as independent variables and the dependent variable in this research is purchasing decisions. The research method in this study is a survey conducted by distributing questionnaires. The population in this study were all Shopee e-commerce consumers in RW 004, East Swasembada, Tanjung Priok, North Jakarta. Determination of the sample using purposive sampling method, with a sample of 90 respondents. Analysis of the data used in this study is the analysis of the coefficient of partial and multiple determination. Data processing is carried out with the SPSS ver.23 computerized application Test the hypothesis partially the variables Trust, Service Quality and Word Of Mouth have a significant effect on Purchase Decisions, the effect is based on the coefficient of partial determination of the trust variable of 59.59%, the influence is based on the analysis of the coefficient of partial determination of the service quality variable of 60.06%, The magnitude of the effect based on the analysis of the coefficient of partial determination of the Word Of Mouth variable is 3.13% and the results of the simultaneous hypothesis test of the variables Trust, Service Quality and Word Of Mouth have a significant effect simultaneously on Purchase Decisions with a large influence based on the analysis of the coefficient of multiple determination of 69.4 %. Keywords: Trust, Service Quality, Word Of Mouth, Purchase Decision
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