Lutfia, Annisa Hadi (2019) Pengaruh Persepsi Risiko Terhadap Minat Beli Online Dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Situs Belanja Shopee Di Kota Malang (Studi Pada Mahasiswa Program S1 Universitas Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi risiko terhadap minat beli online dan kepercayaan merek pengguna situs belanja Shopee di Kota Malang khususnya pada mahasiswa program studi S1 Universitas Brawijaya baik pengaruh secara langsung maupun tidak langsung. Sampel yang digunakan sebanyak 150 responden yang diambil dari populasi pengguna situs belanja Shopee. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik sampel yang dipilih yaitu minimal berusia 17 tahun, mengetahui tentang situs belanja online bernama Shopee, dan belum pernah melakukan pembelian di situs belanja online Shopee. Alat uji yang digunakan untuk menguji instrumen penelitian berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Teknik analisis data menggunakan analisis jalur (path analysis) dan uji hipotesis pengaruh variabel secara langsung dilakukan menggunakan uji t dengan menggunakan program SPSS 23, sedangkan uji hipotesis pengaruh tidak langsung dilakukan dengan sobel test. Hasil penelitian menunjukkan bahwa persepsi risiko berpengaruh signifikan secara langsung terhadap kepercayaan merek dan minat beli online, kepercayaan merek berpengaruh signifikan secara langsung terhadap minat beli online, dan persepsi risiko secara tidak langsung berpengaruh signifikan terhadap minat beli online melalui kepercayaan merek.
English Abstract
This study aims to determine the effect of risk perceptions on online buying interest and brand trust of Shopee shopping site users in Malang City, especially for University of Brawijaya S1 study program students, both directly and indirectly. The sample used was 150 respondents taken from the population of Shopee shopping sites. Sampling uses a purposive sampling technique with the characteristics of the selected sample, which is at least 17 years old, knowing about an online shopping site called Shopee, and not having purchased at Shopee online shopping sites. The test tool used to test the research instrument in the form of a validity test, reliability test, and classic assumption test. Data analysis techniques using path analysis (path analysis) and hypothesis testing the influence of variables directly carried out using the t-test using SPSS 23 program, while the hypothesis test of indirect influence is done by Sobel test. The results showed that risk perceptions have a significant direct effect on brand trust and online buying interest, brand trust has a significant direct effect on online buying interest, and risk perception indirectly has a significant effect on online buying interest through brand trust.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/192/051903692 |
| Uncontrolled Keywords: | Perceived Risk, Online Purchase Intention, Brand Trust, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 16 Aug 2020 06:18 |
| Last Modified: | 21 Oct 2021 13:24 |
| URI: | http://repository.ub.ac.id/id/eprint/170640 |
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