ANANDA, DEVIA PERMATA (2022) PENGARUH KUALITAS DESAIN WEBSITE, KELENGKAPAN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA WEBSITE SOCIOLLA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Advance technologies have made human life become easier in many kind of aspects. One aspect that has been affected is economy. Transaction of purchase and sale that used to be done face to face, now has changed. Transaction in the internet era can be done electronically. This is known as e-commerce. The increase of the number of e-commerce has been growing through many kinds of industries, one of them is beauty industry. Sociolla is one of the e-commerce in the beauty industry which has the largest number of visits in Indonesia. This study aims to determine the effect of website design quality, Product Completeness and word of mouth towards purchase decision in Sociolla’s website. One hundred fifty respondents are used in this study. The data analysis method used is the statistical analysis in the form of SEM-PLS. This study proves that website design quality has a positive and significant effect on purchase decision, Product Completeness has a positive and significant effect on purchase decision, and word of mouth has a positive and significant effect on purchase decision. Key Words : Website Design Quality, Product Completeness, Word of Mouth, Purchase Decision, Sociolla Kemajuan teknologi membuat kehidupan manusia menjadi semakin mudah dalam berbagai aspek. Salah satu aspek yang ikut terdampak adalah aspek ekonomi. Transaksi jual beli yang awalnya dilakukan secara tatap muka sekarang telah berubah. Proses jual beli dalam era internet dapat di lakukan secara elektronik. Hal inilah yang disebut dengan e-commerce. Meningkatnya pertumbuhan transaksi e-commerce dialami oleh berbagai kategori salah satunya dalam kategori kecantikan. Sociolla juga merupakan salah satu anggota dalam industry e-commerce yang memilki angka kunjungan terbesar di Indonesia. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas desain website, kelengkapan produk dan word of mouth terhadap keputusan pembelian di website Sociolla. Sampel yang digunakan dalam penelitian ini berjumlah 150 responden. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kualitas Desain Website berpengaruh positif signifikan terhadap Keputusan pembelian, Kelengkapan Produk berpengaruh positif signifikan terhadap Keputusan Pembelian, dan Word of mouth berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata Kunci : Kualitas desain website, Kelengkapan produk, Word of mouth, Keputusan pembelian, Sociolla.
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