Kurniawan, Rizky (2018) Pengaruh Kualitas Website (WebQual 4.0) Terhadap Kepercayaan dan Dampaknya pada Keputusan Pembelian pada Website Ecommerce (Studi pada Konsumen PT. B). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan (1) pengaruh Kualitas Website terhadap Kepercayaan (2) pengaruh Kualitas Website terhadap Keputusan Pembelian (3) pengaruh Kepercayaan terhadap Keputusan Pembelian. Jenis penelitian ini adalah penelitan penjelasan (explanatory research) dengan menggunakan pendekatan kuantitatif. Variabel dalam penelitian ini terdiri dari Kualitas Website, Kepercayaan dan Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen website PT. B yang pernah berbelanja pada website PT. B setidaknya sebanyak satu kali. Sampel yang digunakan dalam penelitian ini sebanyak 120 orang responden yang diambil dengan menggunakan teknik sampling simple random sampling. Pengumpulan data dengan menggunakan kuesioner. Analisis data yang digunakan adalah analisis deksriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa Kualitas Website berpengaruh signifikan terhadap Kepercayaan, Kualitas Website berpengaruh signifikan terhadap Keputusan Pembelian, dan kepercayaan berpengaruh signifikan terhadap Keputusan Pembelian. Berdasarkan hasil penelitian ini disarankan kepada PT. B untuk terus untuk memperhatikan dan mempertimbangkan jawaban-jawaban yang diberikan oleh responden terhadap pertanyaan terbuka di dalam penelitian ini, dikarenakan umumnya responden masih merasakan banyaknya kekurangan pada kualitas dan juga fitur pada website PT. B, misalnya proses loading website yang lebih cepat, ketersediaan fitur live chat, ketersediaan fitur negosiasi harga, ketersediaan fitur komparasi produk, ketersediaan fitur rating produk dan ketersediaan fitur request order.
English Abstract
This study aims to explain (1) The influence of Website Quality on Trust, (2) The influence of Website Quality on Purchase Decision, and (3) the influence of Trust on Purchase Decision. The research design of this study is explanatory research by using quantitative approach. The variables used on this study consist of Website Quality, Trust, and Purchase Decision. The population of this study are consumers of PT. B website who have bought in PT. B website at least once. The samples used on this study are 120 respondents chosen by using simple random sampling technique. Data collection is conducted through questionnaires, while data analysis used are descriptive and path analysis. The findings of path analysis showed that Website Quality has significant influence on Trust, Website Quality was significant influence on Purchase Decision and Trust was significant influence on Purchase Decision. According to the research findings, it is recommended for PT. B to keep paying attention and considering the answers given by the respondents on open questions in this study since commonly the respondents think that there are much weaknesses in terms of quality and features on PT. B webssite. For instance, website loading process which is too fast, and the provision of price negotiation, product comparison, product rating, and request order features.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/895/051810454 |
| Uncontrolled Keywords: | Kualitas Website, Kepercayaan, Keputusan Pembelian dan WebQual 4.0. Website Quality, Trust, Purchase Decision, and WebQual 4.0. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 12 Jul 2019 06:40 |
| Last Modified: | 18 Oct 2021 01:38 |
| URI: | http://repository.ub.ac.id/id/eprint/165503 |
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