ANALISIS PENGARUH GAYA HIDUP, KEPERCAYAAN, HARGA
DAN KEMUDAHAN PENGGUNAAN TERHADAP KEPUTUSAN
PEMBELIAN KONSUMEN PENGGUNA APLIKASI SHOPEE
(Studi Warga RW 04 Kelurahan Kayu Putih Kecamatan Pulogadung)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Gian Annisah, Deffi
Subject
Manajemen Pemasaran
Datestamp
2021-12-11 07:46:04
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup,kepercayaan,harga dn kemudahan penggunaan terhadap keputusan pembelian konsumen pengguna aplikasi Shopee di Warga Rw.04 Kelurahan Kayu Putih Kecamatan pulogadung Dalam penelitian ini, yang digunakan adalah metoda kuesioner .dengan skala likert .Sampel dalam penelitian ini sebanyak 97 responden yang pernah menggunakan aplikasi shopee .Penelitian ini menggunakan metoda analisis koefisien determinasi, serta pengujian hipotesis secara parsial dan simultan. Berdasarkan hasil perhitungan menunjukan : (1) Hubungan Antara Gaya Hidup dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 2,414 dan pengujian hipotesis diperoleh 0,005 < 0,018 , (2) Hubungan Antara Kepercayaan dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 0,317 dan pengujian hipotesis diperoleh 0,005 < 0,752, (3) Hubungan Antara Harga dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 3,973 dan pengujian hipotesis diperoleh 0,005 < 0,000, (4) Hubungan Antara Kemudahan Penggunaan dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 3,124 dan pengujian hipotesis diperoleh 0,005 < 0,002 Hasil penelitian menyimpulkan : Hasil uji hipotesis Variabel X1 menyimpulkan Ho ditolak atau Ha diterima maka secara parsial terdapat hubungan yang signifikan antara Gaya Hidup dengan Keputusan Pembelian. Hasil uji Hipotesis Variabel X2 menyimpulkan Ho diterima atau Ha ditolak maka secara parsial terdapat hubungan yang tidak signifikan antara Kepercayaan dengan Keputusan Pembelian. Hasil uji hipotesis Variabel X3 menyimpulkan Ho ditolak atau Ha diterima maka secara parsial terdapat hubungan yang signifikan antara Harga dengan Keputusan Pembelian. Hasil uji hipotesis Variabel X4 menyimpulkan Ho ditolak atau Ha diterima maka secara parsial terdapat hubungan yang signifikan antara Kemudahan Penggunaan dengan Keputusan Pembelian.Selanjutnya secara koefisien determinasi simultan di tarik kesimpulan H0 ditolak dan Ha diterima berarti terbukti secara simultan terdapat pengaruh signifikan Gaya Hidup,Kepercayaan,Harga dan Kemudahan Penggunaan terhadap Keputusan Kata Kunci : Gaya Hidup, Kepercayaan, Harga, Kemudahan Penggunaan dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of lifestyle, trustworthiness, price and ease of use on the purchasing decisions of consumers who use Shopee applications in RW.04 Citizens of Kayu Putih Village, Pulogadung District In this study, the questionnaire method used. Likert scale. Samples in this study were 97 respondents who had used the Shopee application. This research used the coefficient of determination analysis method, as well as partial and simultaneous hypothesis testing. Based on the calculation results show: (1) The Relationship Between Lifestyle with Purchasing Decisions in the coefficient of partial determination of 2,414 and hypothesis testing obtained 0.005 <0.018, (2) The Relationship Between Trust and Purchasing Decisions by partial determination coefficient of 0.317 and hypothesis testing obtained 0.005 < 0.752, (3) The Relationship Between Prices and Purchase Decisions by partial determination coefficient of 3.973 and hypothesis testing obtained 0.005 <0.000, (4) Relationship Between Ease of Use and Purchasing Decisions by partial determination coefficient of 3.124 and hypothesis testing obtained 0.005 <0.002 The results of the study concluded: The result of the Hypothesis test results Variable X1 concluded that Ho was rejected or Ha accepted, then there was a partially significant relationship between Lifestyle and Purchasing Decisions. The results of the Variable Hypothesis X2 test conclude that Ho is accepted or Ha rejected, then there is a partially insignificant relationship between Trust and Purchasing Decisions. Hypothesis test results Variable X3 concludes that Ho is rejected or Ha is accepted, partially there is a significant relationship between Price and Purchase Decision. Hypothesis test results Variable X4 concludes that Ho is rejected or Ha is accepted, partially there is a significant relationship between the Ease of Use and Purchasing Decisions. Furthermore, the simultaneous determination coefficient in the conclusion H0 is rejected and Ha is accepted means that it is proven simultaneously that there is a significant influence on Lifestyle, Trust, Pricing and Ease of Use on Decisions Keywords: Lifestyle, Trust, Prices, Ease of Use and Purchasing Decisions
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup,kepercayaan,harga dn kemudahan penggunaan terhadap keputusan pembelian konsumen pengguna aplikasi Shopee di Warga Rw.04 Kelurahan Kayu Putih Kecamatan pulogadung Dalam penelitian ini, yang digunakan adalah metoda kuesioner .dengan skala likert .Sampel dalam penelitian ini sebanyak 97 responden yang pernah menggunakan aplikasi shopee .Penelitian ini menggunakan metoda analisis koefisien determinasi, serta pengujian hipotesis secara parsial dan simultan. Berdasarkan hasil perhitungan menunjukan : (1) Hubungan Antara Gaya Hidup dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 2,414 dan pengujian hipotesis diperoleh 0,005 < 0,018 , (2) Hubungan Antara Kepercayaan dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 0,317 dan pengujian hipotesis diperoleh 0,005 < 0,752, (3) Hubungan Antara Harga dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 3,973 dan pengujian hipotesis diperoleh 0,005 < 0,000, (4) Hubungan Antara Kemudahan Penggunaan dengan Keputusan Pembelian secara koefisien determinasi parsial sebesar 3,124 dan pengujian hipotesis diperoleh 0,005 < 0,002 Hasil penelitian menyimpulkan : Hasil uji hipotesis Variabel X1 menyimpulkan Ho ditolak atau Ha diterima maka secara parsial terdapat hubungan yang signifikan antara Gaya Hidup dengan Keputusan Pembelian. Hasil uji Hipotesis Variabel X2 menyimpulkan Ho diterima atau Ha ditolak maka secara parsial terdapat hubungan yang tidak signifikan antara Kepercayaan dengan Keputusan Pembelian. Hasil uji hipotesis Variabel X3 menyimpulkan Ho ditolak atau Ha diterima maka secara parsial terdapat hubungan yang signifikan antara Harga dengan Keputusan Pembelian. Hasil uji hipotesis Variabel X4 menyimpulkan Ho ditolak atau Ha diterima maka secara parsial terdapat hubungan yang signifikan antara Kemudahan Penggunaan dengan Keputusan Pembelian.Selanjutnya secara koefisien determinasi simultan di tarik kesimpulan H0 ditolak dan Ha diterima berarti terbukti secara simultan terdapat pengaruh signifikan Gaya Hidup,Kepercayaan,Harga dan Kemudahan Penggunaan terhadap Keputusan Kata Kunci : Gaya Hidup, Kepercayaan, Harga, Kemudahan Penggunaan dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of lifestyle, trustworthiness, price and ease of use on the purchasing decisions of consumers who use Shopee applications in RW.04 Citizens of Kayu Putih Village, Pulogadung District In this study, the questionnaire method used. Likert scale. Samples in this study were 97 respondents who had used the Shopee application. This research used the coefficient of determination analysis method, as well as partial and simultaneous hypothesis testing. Based on the calculation results show: (1) The Relationship Between Lifestyle with Purchasing Decisions in the coefficient of partial determination of 2,414 and hypothesis testing obtained 0.005 <0.018, (2) The Relationship Between Trust and Purchasing Decisions by partial determination coefficient of 0.317 and hypothesis testing obtained 0.005 < 0.752, (3) The Relationship Between Prices and Purchase Decisions by partial determination coefficient of 3.973 and hypothesis testing obtained 0.005 <0.000, (4) Relationship Between Ease of Use and Purchasing Decisions by partial determination coefficient of 3.124 and hypothesis testing obtained 0.005 <0.002 The results of the study concluded: The result of the Hypothesis test results Variable X1 concluded that Ho was rejected or Ha accepted, then there was a partially significant relationship between Lifestyle and Purchasing Decisions. The results of the Variable Hypothesis X2 test conclude that Ho is accepted or Ha rejected, then there is a partially insignificant relationship between Trust and Purchasing Decisions. Hypothesis test results Variable X3 concludes that Ho is rejected or Ha is accepted, partially there is a significant relationship between Price and Purchase Decision. Hypothesis test results Variable X4 concludes that Ho is rejected or Ha is accepted, partially there is a significant relationship between the Ease of Use and Purchasing Decisions. Furthermore, the simultaneous determination coefficient in the conclusion H0 is rejected and Ha is accepted means that it is proven simultaneously that there is a significant influence on Lifestyle, Trust, Pricing and Ease of Use on Decisions Keywords: Lifestyle, Trust, Prices, Ease of Use and Purchasing Decisions
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