ANALISIS PENGARUH PERSEPSI RESIKO, PERSEPSI KEMUDAHAN PENGGUNAAN DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE (SURVEY PADA PENGGUNA APLIKASI SHOPEE)

SUSATIO HUDAN ABDURROHMAN, . (2019) ANALISIS PENGARUH PERSEPSI RESIKO, PERSEPSI KEMUDAHAN PENGGUNAAN DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE (SURVEY PADA PENGGUNA APLIKASI SHOPEE). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Persepsi Resiko terhadap Keputusan Pembelian, pengaruh Persepsi Kemudahan Penggunaan terhadap Keputusan Pembelian dan pengaruh Ulasan Pelanggan terhadap keputusan pembelian. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Objek penelitian ini adalah 200 responden yang sudah pernah membeli dan menggunakan aplikasi belanja daring Shopee. Analisis data menggunakan SPSS versi 22. untuk mengolah danmmenganalisis data hasil penelitian. Hasil pengujian hipotesis menunjukkan: 1) Persepsi Resiko berpengaruh signifikan terhadap Keputusan Pembelian, 2) Persepsi Kemudahan Penggunaan berpengaruh signifikan terhadap keputusan pembelian, 3) Ulasan Pelanggan berpengaruh signifikan terhadap keputusan pembelian. * The purpose of this study was to analyze the effect of Risk Perception on Purchasing Decisions, the effect of Ease of Use Perception on Purchasing Decisions and the influence of Customer Reviews on purchasing decisions. Methods of collecting data using survey methods with instruments in the form of questionnaires. The object of this research is 200 respondents who have already bought and used Shopee's online shopping application. Data analysis using SPSS version 22. to process and analyze the research data. The results of hypothesis testing show: 1) Risk Perception has a significant effect on Purchasing Decisions, 2) Perception of Ease of Use has a significant effect on purchasing decisions, 3) Customer Reviews have a significant effect on purchasing decisions.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dra. Basrah Saidani, M.Si ; 2). Andrian Haro, S.Si, M.M
Subjects: Manajemen > Perilaku Konsumen
Divisions: FE > S1 Manajemen
Depositing User: Users 14629 not found.
Date Deposited: 06 Jul 2022 06:39
Last Modified: 06 Jul 2022 06:39
URI: http://repository.unj.ac.id/id/eprint/31465

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