SIREGAR, RUDI GUNAWAN (2020) MODEL KEPUTUSAN PEMBELIAN : ANALISIS PENGARUH HARGA, PROMOSI DAN KEPERCAYAAN PADA TOKO ONLINE GUDANGGROSIRAN.COM. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purposes of the research is to analyse variable of price, promotion, trust on the onlineshop Gudanggrosiran.com buying decision. This type of research is a quantitative descriptive study with research data is obtained daily for the period of observation 2 years (1 th January 2016 until 31th December 2018). Sampling techniques are generally carried out randomly via online. The research was conducted on 280 respondents that to ever made purchase at onlineshop Gudanggrosiran.com. The research technique uses multiple regression analysis to see the effect between independent and dependent variables. The processing data to analyze the research data using SEM techniques, Lisrel 8.80. The results showed that the price, promotion, and trust variables had a positive effect, as well as a significant effect on the onlineshop Gudanggrosiran.com customer buying decision. And also the variable price, promotion, and trust together - a positive and significant effect on the onlineshop Gudanggrosiran.com customer buying decision. Keywords : Price, Promotion, Trust, Customer Buying Decision Penelitian ini bertujuan untuk menganalisis pengaruh variabel harga, promosi dan kepercayaan terhadap variabel keputusan pembelian konsumen toko online Gudanggrosiran.com. Jenis Penelitian yang digunakan adalah penelitian deskriptif kuantitatif dengan data penelitian merupakan data harian untuk periode observasi 2 tahun (1 Januari 2016 sampai dengan 31 Desember 2018). Teknik pengambilan sampel pada umumnya dilakukan secara random melalui online. Penelitian ini dilakukan terhadap 280 responden yang pernah melakukan pembelian pada toko online Gudanggrosiran.com. Teknik penelitian menggunakan analisis regresi berganda untuk melihat pengaruh antara variabel independen dan dependen. Pengolahan data untuk menganalisa dalam penelitian ini menggunakan teknik SEM, Lisrel 8.80. Hasil penelitian menunjukkan variabel harga, promosi, dan kepercayaan berpengaruh secara positif, serta signifikan terhadap variabel keputusan pembelian pada konsumen toko online Gudanggrosiran.com. Dan juga variabel harga, promosi, dan kepercayaan secara bersama – sama berpengaruh secara positif dan signifikan terhadap variabel keputusan pembelian pada konsumen toko online Gudanggrosiran.com. Kata Kunci : Harga, Promosi, Kepercayaan, Keputusan Pembelian Konsumen.
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