PENGARUH DISKON, KEPERCAYAAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE

HARITSKHAYRU, QEMHAL (2021) PENGARUH DISKON, KEPERCAYAAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of discount, trust, and ease of use on purchasing decisions at Shopee e-commerce. This study used quantitative methods and the sample consisted of 100 Shopee consumers in the Gunung Putri District, Bogor Regency. Using purposive sampling method and the data obtained were analyzed using SPSS software. The results of this study indicate that discounts have a positive and significant effect on purchasing decisions with the indicator of how big is the discount that has the most influence on purchasing decisions. Trust has a positive and significant effect on purchasing decisions with indicators of a safe transaction system that has the most influence on purchasing decisions. And convenience has a positive and significant effect on purchasing decisions with indicators of easy payment methods and procedures that have the most influence on purchasing decisions. Keywords : Discount, Trust, Ease of Use, Purchasing Decision Penelitian ini bertujuan untuk mengetahui pengaruh diskon, kepercayaan, dan kemudahan terhadap keputusan pembelian pada e-commerce Shopee. Penelitian ini menggunakan metode kuantitatif dan sampelnya berjumlah 100 yang merupakan konsumen Shopee di wilayah Kecamatan Gunung Putri, Kabupaten Bogor. Menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan software SPSS. Hasil penelitian ini menunjukkan bahwa diskon berpengaruh positif dan signifikan terhadap keputusan pembelian dengan indikator besaran diskon yang paling berpengaruh terhadap keputusan pembelian. Kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan indikator sistem transaksi yang aman yang paling berpengaruh terhadap keputusan pembelian. Dan kemudahan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan indikator metode dan prosedur pembayaran yang mudah yang paling berpengaruh terhadap keputusan pembelian. Kata kunci : Diskon, Kepercayaan, Kemudahan, Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117210048
Uncontrolled Keywords: Diskon, Kepercayaan, Kemudahan, 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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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: Dede Muksin Lubis
Date Deposited: 02 Nov 2024 06:01
Last Modified: 02 Nov 2024 06:01
URI: http://repository.mercubuana.ac.id/id/eprint/92722

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