Afifah, Nadzima (2021) Understanding The Effect Of Review Credibility, Perceived Usefulness, And Perceived Ease Of Use Towards Customer Purchase Intention (A Study On K-Beauty Products In Shopee Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Pesatnya kemajuan teknologi digital membuat belanja online semakin mudah, apalagi di masa pandemi COVID-19. Pada tahun 2020, pengguna e-commerce baru diperkirakan ada sekitar 12 juta dan Shopee menempati posisi situs e-commerce yang paling banyak dikunjungi di Indonesia pada kuartal keempat tahun 2020. Penelitian ini dilakukan untuk menganalisis apakah kredibilitas ulasan, persepsi kegunaan dan persepsi kemudahan penggunaan mempengaruhi niat beli konsumen pada produk K- Beauty di Shopee. Penelitian ini menguji empat variabel yaitu: Kredibilitas Ulasan (X1), Persepsi Kegunaan (X2), Persepsi Kemudahan Penggunaan (X3), dan varaibel dependen yang mencakup Niat Beli (Y). Penelitian ini merupakan penelitian deskriptif dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan Shopee. Teknik pengambilan sampel adalah purposive sampling dimana diperlukan beberapa kriteria. Besar sampel adalah 161 responden. Perangkat lunak statistik Smart-PLS digunakan untuk menganalisis data dalam penelitian ini. Temuan penelitian ini menunjukkan kredibilitas ulasan, persepsi kegunaan, dan persepsi kemudahan penggunaan berpengaruh positif dan signifikan terhadap niat beli konsume
English Abstract
The rapid progress in digital technology makes online shopping even easier, moreover during pandemic COVID-19. In 2020, new e-commerce users estimated that there are around 12 million and Shopee was placed as the most visited e- commerce site in Indonesia by the fourth quarter in 2020. This study is aimed to analyze the influence of review credibility, perceived usefulness and perceived ease of use towards consumer purchase intention on K-Beauty product on Shopee. This study examine four variables such as Review Credibility (X1), Perceived Usefulness (X2), Perceived Ease of Use (X3) and Purchase Intention (Y). This study is descriptive research by using quantitative approach. The population in this study is Shopee’s customers. The sampling technique is purposive sampling in which some criteria is needed. The sample size is 161 respondent. Statistical software Smart-PLS is used to analyze the data in this study. This study shows review credibility, perceived usefulness, and perceived ease of use has a positive and significant effect on purchase intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020238 |
| Uncontrolled Keywords: | Kredibilitas Ulasan, Persepsi Kegunaan, Persepsi Kemudahan Penggunaan, Niat Beli, Review Credibility, Perceived Usefulness, Perceived Ease of Use, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 657 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 19 Jan 2022 03:27 |
| Last Modified: | 23 Feb 2022 02:25 |
| URI: | http://repository.ub.ac.id/id/eprint/188483 |
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