WERLIAN, BOBY (2017) PENGARUH PERCEIVED RISK DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MELAUI MEDIA ONLINE BUKALAPAK.COM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini untuk mengetahui pengaruh Perceived Risk dan Perceived Value terhadap Keputusan Pembelian. Objek penelitian ini adalah konsumen atau calon konsumen yang akan melakukan pembelian secara online melalui situs jual beli bukalapak.com, yang berlokasi di sekitar kawasan Universitas Mercu Buana dan sekitarnya. Penelitian ini dilakukan terhadap 140 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis SEM dalam bentuk Partial Least Square. Hasil penelitian ini menunjukkan bahwa variabel Perceived Risk berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian. Nilai t-statistik pada variabel ini sebesar 4,507 lebih besar dari t-tabel 1,96, dan variabel Perceived Value berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian. Nilai t-statistik pada variabel ini sebesar 7,958 lebih besar dari t-tabel 1,96.This study was to determine the influence of Perceived Risk and Perceived Value of the purchase decision. The object of this study are customers or potential customers who will make online purchases through bukalapak.com selling sites, which are located in the surrounding area and surrounding Mercu Buana University. This study was conducted on 140 respondents using quantitative descriptive approach. Therefore, the analysis of the data used is in the form of SEM analysis Partial Least Square. The results showed that the variables Perceived Risk positive and significant impact on the purchase decision variables. The value of t-statistic on this variable of 4.507 is greater than t-table 1.96, and Perceived Value variable positive and significant impact on the purchase decision variables. The value of t-statistic on this variable of 7.958 is greater than t-table 1.96.
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