PENGARUH KEAMANAN, TRUST, GAYA HIDUP DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE

YANUARTI, NINA (2023) PENGARUH KEAMANAN, TRUST, GAYA HIDUP DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Security, Trust, Lifestyle and Price on Purchase Decisions at E-Commerce Shopee. The population in this study are people who live in the Jakarta area. Sampling using convenience sampling technique with the Hair formula as many as 140 respondents. Methods of data analysis using Partial Least Square. This study proves that security has a positive and significant influence on purchasing decisions, trust has a positive and significant influence on purchasing decisions, lifestyle has a positive and significant influence on purchasing decisions and price has a positive and significant influence on purchasing decisions. Keywords :Safety, Trust, Lifestyle, Price, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh Keamanan, Trust, Gaya Hidup Dan Harga Terhadap Keputusan Pembelian Di E-Commerce Shopee. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di daerah Jakarta. Pengambilan sampel menggunakan teknik convenience sampling dengan rumus Hair sebanyak 140 responden. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa keamanan memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian, kepercyaan memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian, gaya hidup memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian dan harga memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Keamanan, Kepercayaan, Gaya Hidup, Harga, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 153
NIM/NIDN Creators: 43117120255
Uncontrolled Keywords: Keamanan, Kepercayaan, Gaya Hidup, Harga, 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 07:45
Last Modified: 13 Jul 2023 07:45
URI: http://repository.mercubuana.ac.id/id/eprint/79117

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