PENGARUH PERCEIVED RISK DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MELAUI MEDIA ONLINE BUKALAPAK.COM

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.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 17 443
NIM/NIDN Creators:	43113010243
Uncontrolled Keywords:	perceived risk, perceived value, keputusan pembelian, e-commerce, online, bukalapak.com.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.4 Thought, Thinking, Reasoning, Intuition, Value, Judgment/Pemikiran, Pertimbangan, Penalaran, Intuisi, Nilai, Pendapat > 153.45 Value/Nilai 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:	NAJLA
Date Deposited:	04 Mar 2024 08:26
Last Modified:	04 Mar 2024 08:26
URI:	http://repository.mercubuana.ac.id/id/eprint/86771

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