PENGARUH PERSEPSI HARGA,
KEMUDAHAN, DAN KEAMANAN TERHADAP
KEPUTUSAN PEMBELIAN SECARA ONLINE
DI TOKOPEDIA.COM
(Studi Kasus Pada Customer Auto Service Cempaka Putih)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Hikmah, Nurul
Subject
Manajemen Pemasaran
Datestamp
2022-01-10 04:40:57
Abstract :
Abstract The purpose of this research is to study the interaction between price perception, ease and security of online purchasing decisions at tokopedia.com simultaneously or partially. The study was conducted on 429 customer Auto Service Cempaka Putih and based on Slovin addressed to 207 samples. The sampling technique used in this study uses non probability sampling with a purposive sampling technique that is the sample selected with certain considerations. The consideration chosen is the customer who has done transactions 2 times or more on the site tokopedia.com and chooses between 17 - 50 years. The type of data needed in this research is quantitative data. Quantitative data in this study are data sourced directly from respondents presented in the form of a Likert scale. Data collection techniques used include observation, interviews and questionnaires. The statistical method used is the analysis of the measurement model (external model) and structural model analysis (inner model) using the WarpPLS application. The results of this study indicate a significant influence between price perceptions on purchasing decisions and security on purchasing decisions. However, nothing determines. Simultaneously, the variable price perception, consideration and security considerations of purchase by 65%. Keywords : Price Perceptions, Easy, Security, Purchase Decisions
Abstract The purpose of this research is to study the interaction between price perception, ease and security of online purchasing decisions at tokopedia.com simultaneously or partially. The study was conducted on 429 customer Auto Service Cempaka Putih and based on Slovin addressed to 207 samples. The sampling technique used in this study uses non probability sampling with a purposive sampling technique that is the sample selected with certain considerations. The consideration chosen is the customer who has done transactions 2 times or more on the site tokopedia.com and chooses between 17 - 50 years. The type of data needed in this research is quantitative data. Quantitative data in this study are data sourced directly from respondents presented in the form of a Likert scale. Data collection techniques used include observation, interviews and questionnaires. The statistical method used is the analysis of the measurement model (external model) and structural model analysis (inner model) using the WarpPLS application. The results of this study indicate a significant influence between price perceptions on purchasing decisions and security on purchasing decisions. However, nothing determines. Simultaneously, the variable price perception, consideration and security considerations of purchase by 65%. Keywords : Price Perceptions, Easy, Security, Purchase Decisions
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