Natalia, Devita (2019) Hubungan Kepercayaan Konsumen Dengan Proses Pengambilan Keputusan Membeli Melalui Jasa Transportasi Online. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui hubungan antara kepercayaan konsumen dengan proses pengambilan keputusan membeli melalui jasa transportasi online. Penelitian ini termasuk penelitian kuantitatif dengan jenis korelasi, dengan jumlah sampel 110 pengguna jasa transportasi online. Teknik pengambilan sampling menggunakan accidental sampling. Instrumen yang digunakan terdiri dari dua yaitu skala kepercayaan konsumen dan skala proses pengambilan keputusan. Proses pengambilan keputusan terdiri dari lima tahap yaitu pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan membeli, dan perilaku paska pembelian. Hasil menunjukan adanya hubungan kepercayaan dengan proses pengambilan keputusan membeli dengan nilai Spearman's rho sebesar 0.747 yang artinya masuk kategori kuat. Kemudian dalam tahapan keputusan, ada hubungan kepercayaan dengan tahap pengenalan masalah dengan nilai Spearman's rho sebesar 0.630 yang artinya kategori kuat. Lalu adanya hubungan kepercayaan dengan tahap pencarian informasi, dengan nilai Spearman's rho sebesar 0.270 yang artinya kategori lemah. Kemudian adanya hubungan kepercayaan dengan tahap evaluasi alternatif, dengan nilai Spearman's rho sebesar 0.674 yang artinya kategori kuat.Selanjutnya adanya hubungan kepercayaan dengan tahap keputusan menggunakan, dengan nilai Spearman's rho sebesar 0.648 yang artinya kategori kuat. Terakhir adanya hubungan kepercayaan dengan tahap pasca menggunakan, dengan nilai Spearman's rho sebesar 0.732 yang artinya masuk kategori kuat.
English Abstract
This study aims to determine the relationship between consumer trust and the buying decision process through online transportation services. This study included quantitative research with a type of correlation, with a sample of 110 users of online transportation services. The sampling technique uses accidental sampling. The instrument used consisted of two, namely the scale of consumer trust and the scale of the decision making process. The decision-making process consists of five stages, namely problem recognition, information seeking, alternative evaluation, buying decision, and post-purchase behavior. The results show that there is a trust relationship with the buying decision process with Spearman's rho value of 0.747, which means it is in the strong category. Then in the decision stage, there is a relationship of trust with the introduction stage of the problem with the value of Spearman's rho at 0.630 which means a strong category. Then there is a trust relationship with the information search stage, with Spearman's rho value of 0.270 which means the category is weak. Then there is a trust relationship with the alternative evaluation stage, with Spearman's rho value of 0.674 which means strong category. Furthermore, there is a trust relationship with the decision stage to use, with Spearman's rho value of 0.648 which means strong category. Finally, there is a trust relationship with the post-use stage, with Spearman's rho value of 0.732, which means it is in the strong category.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/126/051902920 |
| Uncontrolled Keywords: | Kepercayaan Konsumen, Proses Pengambilan Keputusan, Jasa Transportasi Online Consumer Trust, Decision Making Process, Online Transportation Services |
| 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 Sosial dan Ilmu Politik > Psikologi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Oct 2019 02:20 |
| Last Modified: | 22 Jun 2022 02:29 |
| URI: | http://repository.ub.ac.id/id/eprint/169342 |
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