EFFECT OF PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, AND PERCEIVED RISK ON PURCHASE DECISION (A CASE STUDY OF FASHION PRODUCT TO PURCHASE ON TWITTER)

USNA, NURUL (2020) EFFECT OF PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, AND PERCEIVED RISK ON PURCHASE DECISION (A CASE STUDY OF FASHION PRODUCT TO PURCHASE ON TWITTER). S1 thesis, Universitas Mercu Buana.

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Abstract

This research aims to examine and analyze the effect of perceived ease of use, perceived usefulness, and perceived risk on purchase decision (a case study of fashion product to purchase on Twitter). The research data was taken from a survey conducted on the customer on Twitter with the criteria have been purchased fashion product on Twitter. The research design used in this research is the causal research. Technique sampling in this research method is used non-probability sampling with 3 independent variables and the number of samples in this research were 150 respondents with processed using PLS analysis technique through PLS software. And the data uses survey methods with research instruments through questionnaires. The results showed that the ease of use variable had a positive effect on purchase decision, and the usefulness variable had a positive effect on purchase decision. However, simultaneously there is a positive effect of risk on purchase decision. Keyword: Ease of Use, Usefulness, Risk, Purchase Decision, Fashion, Twitter Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh persepsi kemudahan kepenggunaan, persepsi manfaat, dan persepsi risiko terhadap keputusan pembelian (studi kasus pada pembelian produk Fashion di Twitter). Data penelitian ini diambil dari sebuah survey yang dilakukan pada pelanggan di Twitter dengan kriteria pernah membeli produk Fashion di Twitter. Desain penelitian yang digunakan dalam penelitian ini adalah penelitian kausal. Teknik pengambilan sampel dalam metode penelitian ini menggunakan non-probability sampling dengan 3 variabel bebas dan jumlah sampel dalam penelitian ini adalah 150 responden yang diolah menggunakan teknik analisis PLS melalui perangkat lunak PLS. Dan data menggunakan metode survei dengan instrumen penelitian melalui kuesioner. Hasil penelitian menunjukkan bahwa variabel kemudahan kepenggunaan berpengaruh positif terhadap keputusan pembelian, dan variabel manfaat berpengaruh positif terhadap keputusan pembelian. Namun, secara bersamaan ada efek positif dari risiko terhadap keputusan pembelian. Kata kunci: Kemudahan Kepenggunaan, Manfaat, Risiko, Keputusan Pembelian, Fashion, Twitter

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