ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE DENGAN KEPERCAYAAN SEBAGAI MEDIASI

PRATANA, YUDHA (2024) ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE DENGAN KEPERCAYAAN SEBAGAI MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of price perceptions, product quality and E-WOM on purchasing decisions at Shopee with trust as mediation. This research is included in the type of quantitative research. The population in this research is Shopee User Students in Jakarta with a minimum of one purchase, with a sample size of 205 students. The data analysis method uses Structural Equation Model-Partial Least Square (SEM-PLS). The results of this research show that Product Quality and E-WOM have a positive and significant effect on Trust, but Price Perception has no effect on Trust. Meanwhile, Trust, Price Perception, and E-WOM have a positive and significant effect on Purchasing Decisions, but Product Quality has no effect on Purchasing Decisions. Trust is not able to mediate the relationship between Price Perception and Purchasing Decisions, but Trust is able to mediate the relationship between Product Quality as Full Mediation and E-WOM as partial mediation with Purchasing Decisions. Keywords: Price Perception, Product Quality, E-WOM, Trust, Purchasing Decisions, Shopee. Penelitian ini bertujuan untuk menganalisis Pengaruh Persepsi Harga, Kualitas Produk dan E-WOM terhadap Keputusan Pembelian pada Shopee dengan Kepercayaan sebagai Mediasi. Penelitian ini termasuk dalam jenis penelitian kuantitatif. Populasi dalam penelitian ini Mahasiswa Pengguna Shopee di Jakarta dengan minimal belanja satu kali, dengan jumlah sampel sebanyak 205 mahasiswa. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa Kualitas Produk dan E-WOM berpengaruh positif dan signifikan terhadap Kepercayaan, namun Persepsi Harga tidak berpengaruh terhadap Kepercayaan. Sementara itu, Kepercayaan, Persepsi Harga, dan E-WOM berpengaruh positif dan signifikan terhadap Keputusan Pembelian, namun Kualitas Produk tidak berpengaruh terhadap Keputusan Pembelian. Kepercayaan tidak mampu memediasi hubungan antara Persepsi Harga dengan Keputusan Pembelian, tetapi Kepercayaan mampu memediasi hubungan antara Kualitas Produk sebagai Full Mediation dan E-WOM sebagai partial mediation dengan Keputusan Pembelian. Kata Kunci : Persepsi Harga, Kualitas Produk, E-WOM, Kepercayaan, Keputusan Pembelian,Shopee.

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 24 009
Call Number:	TM/51/24/007
NIM/NIDN Creators:	55121120029
Uncontrolled Keywords:	Persepsi Harga, Kualitas Produk, E-WOM, Kepercayaan, Keputusan Pembelian,Shopee.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi 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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	20 Feb 2024 02:09
Last Modified:	20 Feb 2024 02:09
URI:	http://repository.mercubuana.ac.id/id/eprint/86254

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