WULANDARI, ARDHIA ALIFIA DARMA (2023) PENGARUH PERSEPSI HARGA, CITRA MEREK DAN E-TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Currently trading is inseparable from technology because everything can be easily integrated with a smartphone. One of the technologies currently widely used in conducting sales and purchase transactions online is e-commerce. This can be seen that more and more types of e-commerce are popping up in Indonesia. As a business engaged in e-commerce, Tokopedia must be stronger to face the competition from other e-commerce. Therefore, Tokopedia must do its best to be able to increase customer purchase decision through, among others, price perception, brand image and e-trust as factors that are considered influential. This study examines the factors that influence customer purchase decision e-commerce Tokopedia with the variables Price perception, Brand image and E-trust. The object of this research is consumer e-commerce Tokopedia. This study was conducted on 130 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Model (SEM) with a SmartPLS analysis tool. The results of this study show that the variables of price perception, brand image and e-trust have a positive significant effect on consumer purchase decision at e-commerce Tokopedia. Keywords: Price Perception, Brand Image, E-Trust, Purchase Decision. Saat ini perdagangan tidak terlepas dari teknologi karena semua bisa dengan mudah terintegrasi dengan smartphone. Salah satu teknologi yang saat ini banyak digunakan dalam melakukan transaksi penjualan dan pembelian secara online yaitu e-commerce. Hal ini terlihat semakin banyak bermunculan jenis e-commerce di Indonesia. Sebagai bisnis yang bergerak dibidang e-commerce, Tokopedia harus lebih kuat menghadapi persaingan e-commerce lainnya. Maka, Tokopedia harus berupaya sebaik mungkin untuk dapat meningkatkan keputusan pembelian konsumen melalui antaranya persepsi harga, citra merek dan e-trust sebagai faktor yang dianggap berpengaruh. Penelitian ini meneliti tentang faktor yang mempengaruhi keputusan pembelian pada e-commerce Tokopedia dengan variabel persepsi harga, citra merek dan e-trust. Objek penelitian ini adalah konsumen ecommerce Tokopedia. Penelitian ini dilakukan terhadap 130 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS. Hasil penelitian ini menyatakan bahwa variabel persepsi harga, citra merek dan e-trust berpengaruh positif dan signifikan terhadap keputusan pembelian pada e-commerce Tokopedia. Kata Kunci: Persepsi Harga, Citra Merek, E-Trust, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 150 |
| Call Number: | SE/31/23/268 |
| NIM/NIDN Creators: | 43118010091 |
| Uncontrolled Keywords: | Persepsi Harga, Citra Merek, E-Trust, Keputusan Pembelian. |
| Subjects: | 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 13 Jul 2023 04:29 |
| Last Modified: | 13 Jul 2023 04:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78903 |
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