PENGARUH ULASAN KONSUMEN, KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN BELANJA ONLINE DI SHOPEE

ANARI, AULIA DARA (2021) PENGARUH ULASAN KONSUMEN, KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN BELANJA ONLINE DI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of Consumer Review, Service Quality, and Trust on Online Shopping Purchase Decision in Shopee. The research method used in this research is descriptive method. The subject of this research are consumers of shopee as an e-commerce application who lived in West Jakarta as much as 170 respondents. Sampling technique is done by purposive sampling method. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS 3.0 analysis tool. According to the findings of this study, Online Consumer Review has positive effects but not significant on purchase decisions, while E-Service Quality, and E-Trust has positive effects and significant on purchase decisions. Keywords : Consumer Review, Service Quality, Trust, Purchase Decisions. Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Ulasan Konsumen, Kualitas Pelayanan Dan Kepercayaan Terhadap Keputusan Pembelian Belanja Online di Shopee. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Subjek penelitian ini adalah consumer aplikasi ecommerce shopee di Jakarta Barat sebanyak 170 responden. Teknik pengambilan sampel yang dilakukan dengan metode purposive sampling. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS 3.0. Hasil penelitian menunjukkan bahwa Online Consumer Review berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian, sedangkan E-Service Quality dan E-Trust memiliki pengaruh secara positif dan signifikan pada Keputusan Pembelian. Kata kunci : Ulasan Konsumen, Kualitas Pelayanan, Kepercayaan, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 368
NIM/NIDN Creators:	43116110223
Uncontrolled Keywords:	Ulasan Konsumen, Kualitas Pelayanan, Kepercayaan, Keputusan Pembelian.
Subjects:	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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	16 Jan 2023 02:43
Last Modified:	16 Jan 2023 02:43
URI:	http://repository.mercubuana.ac.id/id/eprint/73439

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