RAUDLATUL JANNAH, DHEA (2024) Pengaruh Kualitas Informasi dan Kemudahan Transaksi Terhadap Perilaku Belanja Online di Marketplace Shopee. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Digital marketing has emerged in response to the era of digitalization, particularly as more consumers choose to shop online through marketplaces like Shopee. This shift highlights the importance of analyzing specific factors that influence consumer behavior in online shopping, such as the quality of information and the ease of transactions. The analysis of the influence of these two factors uses the Source Credibility theory according to Hovland, CI, Janis, IL, & Kelley, H.H. (1953) on three dimensions, namely; trustworthiness, expertise, and attractiveness. This research employs a quantitative method using SPSS Statistics version 25. A sample of 100 respondents was selected using a probability sampling method with a proportionate stratified random sampling technique. The study results indicate that the information quality variable has a significance value of 0.559, while the transaction convenience variable has a significance value of 0.661. These findings suggest that both variables positively and significantly impact consumer online shopping behavior within the Shopee marketplace.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Pemasaran digital merupakan kondisi pemasaran yang muncul sejalan dengan era digitalisasi serta dipengaruhi oleh peralihan konsumen yang memilih berbelanja secara online melalui marketplace salah satunya Shopee. Hal tersebut membuat perlu dilakukannya analisis lebih lanjut sehingga diketahui pengaruh faktor tertentu seperti kualitas informasi dan kemudahan transaksi terhadap perilaku belanja online konsumen. Analisa pengaruh kedua faktor tersebut menggunakan teori Kredibilitas Sumber menurut Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953) terhadap tiga dimensi yaitu; kepercayaan (trustworthiness), keahlian (expertise), dan daya tarik (attractiveness). Penelitian ini menggunakan metode kuantitatif dengan bantuan SPSS statistik versi 25. Penarikan sampel dilakukan dengan menggunakan metode probability sampling dengan teknik proportionate stratified random sampling terhadap 100 responden. Hasil penelitian menunjukkan bahwa variabel kualitas informasi memiliki nilai signifikansi sebesar 0.559 dan kemudahan transaksi memiliki nilai signifikansi sebesar 0.661. Artinya, kedua variabel tersebut berpengaruh positif dan signifikan terhadap perilaku belanja online konsumen di marketplace Shopee. | ||||||
| Uncontrolled Keywords: | quality of information, ease of transactions, online shopping behavior kualitas informasi, kemudahan transaksi, perilaku belanja online | ||||||
| Subjects: | H Social Sciences > H Social Sciences (General) Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Dhea Raudlatul Jannah | ||||||
| Date Deposited: | 03 Dec 2024 15:22 | ||||||
| Last Modified: | 03 Dec 2024 15:22 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/43933 |
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