Sitorus, Samuel Domade (2019) Pengaruh Persepsi Kemudahan, Persepsi Risiko, dan Kepercayaan Konsumen terhadap Minat Beli Online (Studi pada Mahasiswa Program S1 Universitas Brawijaya Pengguna Aplikasi Jual Beli Online Carousell). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: 1) Mengetahui apakah Persepsi Kemudahan (X1), Persepsi Risiko (X2), dan Kepercayaan Konsumen (X3) berpengaruh secara simultan terhadap Minat Beli Online (Y); 2) Mengetahui pengaruh Persepsi Kemudahan (X1) secara parsial terhadap Minat Beli Online (Y); 3) Mengetahui pengaruh Persepsi Risiko (X2) secara parsial terhadap Minat Beli Online (Y); 4) Mengetahui pengaruh Kepercayaan Konsumen (X3) secara parsial terhadap Minat Beli Online (Y). Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Terdapat tiga variabel bebas pada penelitian ini yaitu Persepsi Kemudahan (X1), Persepsi Risiko (X2), dan Kepercayaan Konsumen (X3) serta satu variabel terikat yaitu Minat Beli Online (Y). Pengumpulan data dilakukan dengan menyebar kuesioner online kepada mahasiswa program S1 Universitas Brawijaya yang telah memenuhi kriteria yang diberikan. Sampel dalam penelitian ini berjumlah 140 responden. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data yang digunakan adalah analisis deksriptif dan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Persepsi Kemudahan (X1), Persepsi Risiko (X2), dan Kepercayaan Konsumen (X3) berpengaruh secara simultan dan signifikan terhadap Minat Beli Online (Y). Variabel Persepsi Kemudahan (X1) juga berpengaruh secara parsial dan signifikan terhadap Minat Beli Online (Y), Persepsi Risiko dengan menggunakan pernyataan positif berpengaruh secara parsial dan signifikan terhadap Minat Beli Online (Y), serta Kepercayaan Konsumen (X3) berpengaruh secara parsial dan signifikan terhadap Minat Beli Online (Y). Berdasarkan hasil tersebut, disarankan kepada Carousell mempertahankan kualitas pelayanannya agar semakin mampu bersaing pada industri e-commerce.
English Abstract
This research aims to explain: 1)The influence of Perceived Ease of use (X1), Perceived Risk (X2), Consumer Trust (X3) simultaneously on Online Purchase Intention (Y); 2) the influence of Perceived Ease of use (X1) partially on Online Purchase Intention (Y); 3) the influence of Perceived Risk (X2) partially on Online Purchase Intention (Y); 4) the influence of Consumer Trust (X3) partially on Online Purchase Intention (Y). This research uses explanatory research with quantitative approach. There are three independent variables in this study, Perceived Ease of use (X1), Perceived Risk (X2), and Consumer Trust (X3) and one dependent variable is Online Purchase Intention (Y). Data collection is done by distributes an online questionnaire to bachelor degree students of Universitas Brawijaya who have met the criteria. The sample in this research was 140 respondents. The sampling technique of this research is purposive sampling. The data analysis use descriptive analysis and multiple linear regression The results of this study indicate that the Perceived Ease of use (X1), Perceived Risk (X2), and Consumer Trust (X3) simultaneously influence and significantly affect Online Purchase Intention (Y). Perceived Ease of use (X1) also has a partial and significant effect on Online Purchase Intention (Y), Perceived Risk (X2) has a partial and significant effect on Online Purchase Intention (Y), and Consumer Trust (X3) has a partial and significant effect on Online Purchase Intention (Y). Based on these results, it was suggested to Carousell to maintain the quality of its services in order to be more able to compete in the e-commerce industry.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/290/051906307 |
| Uncontrolled Keywords: | e- commerce, Persepsi Kemudahan, Persepsi Risiko, Kepercayaan Konsumen, Minat Beli Online-e-Commerce, Perceived Ease of use, Perceived Risk, Consumer Trust, Online Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 18 Aug 2020 02:58 |
| Last Modified: | 21 Oct 2021 07:45 |
| URI: | http://repository.ub.ac.id/id/eprint/172156 |
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