BURMAN, FITRAH ALL (2019) PENGARUH KUALITAS WEBSITE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Bukalapak.com). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of Website Quality and Brand Image on Consumer Purchase Decision with Trust as Intervening Variable (Case Study on Bukalapak.com). The object of research used is Bukalapak.Com customer as many as 100 respondents. While the determination of the sample using purposive random sampling technique. The analytical technique used is Structural Equation Modeling (SEM) through SmartPLS versi 3.2.7.analysis tool. The result of analysis in this research shows that (1) website quality has positif and significant effect on Purchasing Decision, (2) Brand Image has positif and significant effect on Purchase Decision, 3) Trust has a positif and significant effect on Purchase Decision, (4) Trust can increase the influence of Quality Webiste to Purchase Decision, and (5) Trust can increase the influence of Brand Image on Purchase Decision. Keyword: E-Commerce, Purchase Desicion, Structural Equation Modelling. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Website dan Brand Image terhadap Keputusan Pembelian Konsumen dengan Kepercayaan sebagai Variabel Intervening (Studi Kasus pada Bukalapak.com). Objek penelitian yang digunakan adalah pelanggan Bukalapak.com sebanyak 100 responden. Sedangkan penentuan sampel menggunakan teknik purposive random sampling. Adapun teknik analisis yang digunakan adalah Structural Equation Modelling (SEM) melalui alat analisis SmartPLS versi 3.2.7. Hasil analisis pada penelitian ini menunjukkan bahwa (1) Kualitas Website berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (2) Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (3) Kepercayaan berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (4) Kepercayaan mampu meningkatkan Kualitas Webiste secara positif dan signifikan terhadap Keputusan Pembelian, dan (5) Kepercayaan mampu meningkatkan pengaruh Brand Image secara positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: E-Commerce, Keputusan Pembelian, Structural Equation Modelling.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 19 298 |
| Call Number: | TM/51/19/018 |
| NIM/NIDN Creators: | 55114120136 |
| Uncontrolled Keywords: | E-Commerce, Keputusan Pembelian, Structural Equation Modelling |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 29 Sep 2023 02:53 |
| Last Modified: | 29 Sep 2023 02:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81599 |
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