RAENALDY, REZA (2020) ANALISIS PENGARUH KUALITAS LAYANAN, KUALITAS WEB DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Studi Kasus: Pembelian E-commerce di OLX). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The technological development of several years is far more rapid than in the past years. This is used by several companies to use the internet as a means to support business activities in the company in the form of E-commerce. Ecommerce is a technology that is growing rapidly along with the presence of the internet in our lives. Many people get the benefits of ease of doing business through internet media. OLX is one of the largest online marketplace providers in Indonesia that facilitates internet users to conduct online buying and selling activities. The sampling technique is non-probability sampling and the type of sample used is purposive sampling. The number of samples in this study was 150 respondents. The analytical method in this study uses Component or Variance Based Structural Equation Modeling wherein the data processing uses version 3.0 of the Partial Least Square (Smart-PLS) program. the results of his research concluded that together the quality of service variables, website quality and promotion had an influence of 73.9%. While there are only a number of service quality and promotion variables that have a significant influence on purchasing decisions with each T-statistic 5.759 and 4.574 (> 1.96), while the website quality variable does not have a significant effect on purchasing decisions with T statistic 0.458 (<1.96). Key words: Service Quality, Web Quality, Purchase Decision Perkembangan teknologi beberapa tahun jauh lebih pesat dibandingkan dengan tahun-tahun lalu. Hal ini dimanfaatkan oleh beberapa peusahaan untuk memanfaatkan internet sebagai sarana untuk mendukung aktifitas bisnis diperusahaan berupa E-commerce. E-commerce merupakan salah satu teknologi yang berkembang pesat seiring dengan kehadiran internet dalam kehidupan kita. Banyak orang mendapatkan manfaat kemudahan berbisnis melalui media internet. OLX merupakan salah satu penyedia online marketplace terbesar di Indonesia yang memfasilitasi pengguna internet untuk melakukan kegiatan jual-beli online. Teknik pengambilan sampel yaitu non-probability sampling dan jenis sampel yang digunakan adalah sampling purposive. Jumlah sample dalam penelitian ini sebesar 150 responden. Metode analisis dalam penelitian ini menggunakan Component atau Variance Based Structural Equation Modeling dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.0. hasil penelitiannya menyimpulkan bahwa secara bersama-sama variabel kualitas layanan, kualitas website dan promosi memiliki pengaruh sebesar 73,9%. Sedangan secara terpisah hanyak variabel kualitas layanan dan promosi yang memiliki pengaruh signifikan terhadap keputusan pembelian dengan masingmasing nilai T-statistic sebesar 5,759 dan 4,574 (> 1,96), sedangkan variabel kualitas website tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian dengan nilai T-statistic 0,458 (<1,96). Key words: Kualitas Layanan, Kualitas Website, Keputusan Pembelian
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