PENGARUH PERILAKU BELANJA ONLINE DI LAZADA DILIHAT DARI PERSPEKTIF KEPERCAYAAN, KUALITAS PELAYANAN DAN ELECTRONIC WORD OF MOUTH DI KOTA JAKARTA

VIOLA, MARCA (2018) PENGARUH PERILAKU BELANJA ONLINE DI LAZADA DILIHAT DARI PERSPEKTIF KEPERCAYAAN, KUALITAS PELAYANAN DAN ELECTRONIC WORD OF MOUTH DI KOTA JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the correlation between trust, quality of service and electronic word of mouth against consumer decision to Shop Using Lazada's shopping website in Jakarta.. This research is a descriptive survey research model. Source of data came from 150 respondents that drawn by accidental sampling technique which is a non-probability sampling techniques, and using questionnaires with Likerts measurement scale. Using multiple linear regression analyzes were processed with SPSS.The results show that trust, service quality and electronic word of mouth simultaneously have a significant effect on consumer decisions. Partially show that trust factor have negative and significant influence to consumer decision, service quality factor have positive and significant influence to consumer decision and factor of Electronic word of mouth have not significant influence to consumer decision. Quality of service is the most powerful variable influence on consumer decisions to shop using shopping website lazada in the city of Jakarta, in connection with it then Lazada should always maintain and improve the quality of service to be able to maintain and increase sales. Keywords: Trust, Quality of Service,Electronic Word Of Mouth,Buying Decision Penelitian ini bertujuan untuk mengetahui Analisis Pengaruh Kepercayaan, Kualitas Pelayanan dan Electronic Word Of Mouth Terhadap Keputusan Konsumen Berbelanja Menggunakan Website Belanja Lazada di Kota Jakarta. Jenis penelitian ini adalah survei dengan model penelitian dekriptif. Sumber data yang digunakan berasal dari 150 responden yang diambil dengan teknik accidental sampling yang merupakan teknik sampel non probability, dan menggunakan kuesioner dengan skala pengukuran Likerts. Analisis menggunakan regresi linier berganda yang diolah dengan SPSS.Hasil Penelitian menunjukan Kepercayaan, Kualitas Pelayanan dan Electronic Word Of Mouth secara bersama sama (simultan) berpengaruh secara signifikan terhadap keputusan konsumen. Secara parsial menunjukan bahwa faktor Kepercayaan berpengaruh negatif dan signifikan terhadap keputusan konsumen, faktor kuliatas pelayanan berpengaruh positif dan signifikan terhadap keputusan konsumen dan faktor Electronic Word Of Mouth berpengaruh tidak berpengaruh signifikan terhadap keputusan konsumen. Kualitas pelayanan merupakan variable yang paling kuat pengaruhnya terhadap keputusan konsumen berbelanja menggunakan website belanja lazada di kota Jakarta, sehubungan dengan hal tersebut maka Lazada hendaknya selalu mempertahankan dan meningkatkan kualitas pelayanan untuk dapat mempertahankan dan meningkatkan penjualan. Kata kunci : Kepercayaan, Kualitas Layanan, Electronic Word Of Mouth, Keputusan pembelian.

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 122
NIM: 55116110208
Uncontrolled Keywords: Kepercayaan, Kualitas Layanan, Electronic Word Of Mouth, Keputusan pembelian.
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 16 Oct 2018 02:41
Last Modified: 07 Nov 2018 04:57
URI: http://repository.mercubuana.ac.id/id/eprint/45044

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