WILIANI SENATRA, REZA (2023) MENINGKATKAN PURCHASE DECISION MELALUI CUSTOMER TRUST (STUDI PADA KONSUMEN SHOPEE MAHASISWA S1 MANAJEMEN UNTIRTA TAHUN 2018). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the role of consumer trust in mediating purchasing decision factors for Shopee E-commerce users. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature studies. The population in this study were Bachelor of Management Untirta students 2018 aged 22-23 years and a sample of 120 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3.3.3 analysis tool. This study has the results that some factors have a positive and significant influence on purchasing decisions, while service quality does not have a significant effect on purchasing decisions. Consumer trust has almost no mediating effect on product quality on purchasing decisions and consumer trust partially mediates service quality on purchasing decisions.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor SUPRIADI, ASEP 196909242001121001 Thesis advisor NUFUS, HAYATI 197708122008122002
Additional Information:	Penelitian ini bertujuan untuk mengetahui peran kepercayaan konsumen dalam memediasi faktor-faktor keputusan pembelian pada pengguna E-commerce Shopee. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah mahasiswa/i S1 Manajemen 2018 Untirta berusia 22-23 tahun dan sampel sebanyak 120 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.3.3. Penelitian ini memiliki hasil sebagian faktor-faktor memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian. Kepercayaan konsumen hampir tidak ada efek mediasi pada kualitas produk terhadap keputusan pembelian dan kepercayaan konsumen memediasi secara parsial pada kualitas pelayanan terhadap keputusan pembelian.
Uncontrolled Keywords:	Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Kepercayaan Konsumen, Keputusan Pembelian, Mediasi Keywords: Product Quality, Service Quality, Customer Trust, Purchase Decision, Mediation
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
Depositing User:	Ms Reza Wiliani Senatra
Date Deposited:	24 Aug 2023 09:15
Last Modified:	24 Aug 2023 09:15
URI:	http://eprints.untirta.ac.id/id/eprint/28930

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