Kyha Challyza, Rahma (2023) PENGARUH PRICE DISCOUNT DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study was to determine the effect of price discount and online customer rating on purchase decision with consumer trust as an intervening variable at Shopee e-commerce in Sultan Ageng Tirtayasa University. The method used in this research is quantitative research with descriptive approach. The population in this study is all the students at the Sultan Ageng Tirtayasa University 2019-2022. The samples were 112 students of Sultan Ageng Tirtayasa University who had made transactions on Shopee using a purposive sampling method. Technique of the analysis used in this research is Structural Equation Modelling (SEM) with analysis tool by SmartPLS 4.0 version. The result of this study shows that: (1) Price discount has a positive and significant effect on purchase decision. (2) Online customer rating has a positive and significant effect on purchase decision. (3) Price discount has a positive and significant effect on consumer trust. (4) Online customer rating has a positive and significant effect on consumer trust. (5) Consumer trust has a positive and significant effect on purchase decision. (6) Price discount on purchase decision can be mediated by consumer trust. (7) Online customer rating on purchase decision can be mediated by consumer trust.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh price discount dan online customer rating terhadap keputusan pembelian dengan dimediasi oleh consumer trust pada e-commerce Shopee di Universitas Sultan Ageng Tirtayasa. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah mahasiswa/i Universitas Sultan Ageng Tirtayasa tahun angkatan 2019 - 2022. Pengambilan sampel penelitian ini berjumlah 112 responden atau masyarakat yang pernah melakukan transaksi di Shopee dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa : (1) Price discount berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Online customer rating berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Price discount berpengaruh positif dan signifikan terhadap consumer trust. (4) Online customer rating berpengaruh positif dan signifikan terhadap consumer trust. (5) Consumer trust berpengaruh positif dan signifikan terhadap keputusan pembelian. (6) Price discount terhadap keputusan pembelian dapat dimediasi oleh consumer trust. (7) Online customer rating terhadap keputusan pembelian dapat dimediasi oleh consumer trust. | |||||||||
| Uncontrolled Keywords: | Price discount, Online customer rating, Purchase Decision and Consumer trust Price discount, Online customer rating, Consumer trust Dan Keputusan Pembelian. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory Communication > Science Journalism |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Rahma Kyha Challyza | |||||||||
| Date Deposited: | 25 Jan 2024 10:25 | |||||||||
| Last Modified: | 25 Jan 2024 10:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32511 |
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