CIPTANINGRUM, YOLANDA (2019) PENGARUH DAYA TARIK IKLAN, KEPERCAYAAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of attraction, trust and ease towards purchase desicion. This research uses quantitative methods,and a sample of 168 respondents who are Shopee Customers in the Pondok Aren Tangerang Selatan area using purposive sampling method and The data obtained were analyzed by using PLS analysis technique (Partial Least Square) through the PLS software. The results of this study showed attraction of advertising has a significant positive effect on the purchase desicion. Trust have a significant positive effect on the purchase desicion and ease has a significant positive effect on the purchase desicion. Keywords : Fascination Advertising, Trust, Ease Of Use, Buying Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik iklan, kepercayaan dan kemudahan terhadap keputusan pembelian toko online shopee. Penelitian ini menggunakan metode kuantitatif dan samplenya berjumlah 168 yang telah menggunakan shopee di area Pondok Aren Tangerang Selatan menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Hasil penelitian ini menunjukkan bahwa daya tarik iklan berpengaruh positif siginifikan terhadap keputusan pembelian. Kepercayaan berpengaruh positif siginifikan terhadap keputusan pembelian dan kemudahan berpengaruh positif siginifikan terhadap keputusan pembelian. Keyword : Daya Tarik Iklan, Kepercayaan, Kemudahan, Keputusan Pembelian
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