Mahardheka, Marselle (2018) Pengaruh Persepsi Risiko, Persepsi Kemudahan, Persepsi Keamanan Terhadap Minat Pembelian Online Pada Website Aliexpress.Com (Studi pada Mahasiswa Program S1 Universitas Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Sistem jual beli mulai memasuki era baru dengan adanya teknologi ecommerce. Namun dalam perkembangannya, sering ditemukan permasalahan seperti risiko, kemudahan penggunaan dan keamanan yang mengakibatkan timbulnya persepsi masyarakat mengenai penggunaan teknologi e-commerce. Tujuan penelitian ini untuk mengetahui pengaruh persepsi risiko, persepsi kemudahan dan persepsi keamanan terhadap minat pembelian online melalui website AliExpress.com. Penelitian ini menggunakan 110 sampel yang diambil dari mahasiswa program S1 Universitas Brawijaya Malang. Metode yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Metode analisis data yang digunakan adalah analisis regresi linier berganda menggunakan program SPSS 21.0 for Windows. Berdasarkan hasil penelitian, ditemukan adanya pengaruh dari persepsi risiko, persepsi kemudahan dan persepsi keamanan terhadap minat pembelian online melalui website AliExpress.com. Variabel persepsi risiko berpengaruh signifikan terhadap minat pembelian online dengan nilai signifikan yaitu 0,012. Variabel persepsi kemudahan juga memiliki pengaruh signifikan terhadap minat pembelian online dengan nilai signifikan 0,013. Serta variabel persepsi keamanan memiliki pengaruh signifikan pula terhadap minat pembelian online dengan nilai signifikan sebesar 0,039.
English Abstract
Trading system has started a new era since the existence of e-commerce technology. However, problems of risk, ease, and security, which have started to emerge since the system’s development, have shaped public perceptions regarding the use of e-commerce technology. The purpose of this study is to analyze the influence of perceived risk, perceived ease of use, and perceived security on online purchase intention through AliExpress.com. The sample of this research is 110 undergraduate students of Brawijaya University in Malang selected using non-probability sampling method with purposive sampling technique. The data of this study are analyzed through multiple linear regression analysis using SPSS 21.0 for Windows. This study finds that perceived risk significantly influences the online purchase intention at 0.012, that perceived ease of use significantly influences the online purchase intention at 0.013, and that perceived security significantly influences the online purchase intention at 0.039.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/46/051802006 |
| Uncontrolled Keywords: | Persepsi Risiko, Persepsi Kemudahan, Persepsi Keamanan, dan Minat Pembelian Online |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 25 Apr 2018 07:21 |
| Last Modified: | 03 Nov 2021 01:19 |
| URI: | http://repository.ub.ac.id/id/eprint/9880 |
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