Khairunisa, Shafira (2023) PENGARUH FITUR ONLINE CUSTOMER REVIEW DAN WEBSITE QUALITY TERHADAP PURCHASE DECISION MELALUI KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Studi Pengguna Aplikasi E-Commerce Shopee). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine influence of features online customer review (X1) and website quality (X2) on purchase decision (Y) with trust (Z) as an mediation variable on users of Shopee. The method used is a quantitative method. This research collects data based on questionnaires and literature studies. The population in this study are Banten people who have shopped at Shopee at least twice. The research sample consisted of 144 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 Professional analysis tool. This result of this study show that: (1) Online Customer Reviews has a positive and significant effect on Purchasing Decisions. (2) Website quality has a positive and significant effect on purchasing decisions. (3) Online Customer Reviews has a positive and significant effect on Trust. (4) Website quality has a positive and significant effect on trust. (5) Trust has a positive and significant effect on purchasing decisions. (6) Online Customer Reviews has posiive and significant effect on Purchase Decision mediated by the Trust variable. (7) Website Quality has positive and significant on Purchase Decision mediated by the Trust variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh fitur online customer review (X1) dan website quality (X2) terhadap purchase decision (Y) melalui kepercayaan (Z) sebagai variabel mediasi pada pengguna Shopee. Metode penelitian yang digunakan adalah metode kuantitatif penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelian ini adalah masyarakat Banten yang pernah berbelanja di shopee minimal 2 kali. Sampel penelitian ini berj umlah 144 responden dengan penarikkan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4 Professional. Hasil Penelitian ini menunjukkan bahwa : (1) Online Customer Review berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Website Quality berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Online Customer Review berpengaruh positif dan signifikan terhadap Kepercayaan. (4) Website Quality berpengaruh positif dan signifikan terhadap Kepercayaan. (5) Kepercayaan berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Kepercayaan mampu memediasi hubungan Online Customer Review terhadap Purchase Decision. Dan (7) Kepercayaan mampu memediasi hubungan Website Quality terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Online Customer Review, Website Quality, Purchase Decision, Trust, Mediation. Online Customer Review, Website Quality, Purchase Decision, Kepercayaan, Mediasi. | |||||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Shafira Khairunisa | |||||||||
| Date Deposited: | 02 Jan 2024 15:28 | |||||||||
| Last Modified: | 03 Jan 2024 10:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31840 |
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