PENGARUH CITRA MEREK, KEAMANAN, DAN KEPERCAYAAN MENGGUNAKAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pelanggan Lazada.co.id)

PURWANTI, LILIK (2019) PENGARUH CITRA MEREK, KEAMANAN, DAN KEPERCAYAAN MENGGUNAKAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pelanggan Lazada.co.id). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to analyze the influence of brand image, security and trust using e-commerce on purchasing decisions. The population in this research is consumer lazada who live in Jakarta. The sample used is 120 respondents, calculated based on Hair teory. The sampling method uses purposive sampling. The methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis using Partial Least Square (Smart-PLS) program version 3.2.8. This study proves that brand image has no significant effect on purchasing decisions. Security has a positive and significant impact on purchasing decisions. Trust has a positive and significant impact on purchasing decisions. Keywords: Brand Image, Security, Trust, E-Commerce, Purchasing Decisions Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, keamanan dan kepercayaan menggunakan e-commerce terhadap keputusan pembelian. Populasi dalam penelitian ini adalah pengguna lazada yang tinggal di Jakarta. Sampel yang dipergunakan adalah sebanyak 120 responden, dihitung berdasarkan teori Hair. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square (Smart-PLS) versi 3.2.8. Penelitian ini membuktikan bahwa citra merek tidak berpengaruh signifikan terhadap keputusan pembelian. Keamanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Citra Merek, Keamanan, Kepercayaan, E-Commerce, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 735
NIM/NIDN Creators: 43115110258
Uncontrolled Keywords: Citra Merek, Keamanan, Kepercayaan, E-Commerce, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Jun 2022 02:49
Last Modified: 09 Jun 2022 02:49
URI: http://repository.mercubuana.ac.id/id/eprint/62935

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