Pengaruh Kepercayaan dan Harga terhadap Keputusan Pembelian di Aplikasi Shopee
Abstract
This study aims to determine the effect of trust and price on purchasing decisions on the Shopee application for students of the 2018-2021 Department of Management, Musamus University, Merauke. The population used in this study were Management Department students from the 2018-2021 class as many as 746 people. As for the sample in this study, there were 88 people with the determination of the sampling technique using purposive sampling technique where the respondents were Management Department students who had made purchases on the Shopee Application. The approach used is a quantitative approach and the testing tool in this study is the SPSS version 26 application.
The results of this study are that there is a positive influence and significance of trust on purchasing decisions in the Shopee Application with a t-test of 6.490 > t-table of 1.662 and a significance value of 0,000 < 0.05. Price has a positive and significant effect on purchasing decisions in the Shoppe Application, namely the t-test 9.606 > t-table 1.662 and a significance value of 0.000 <0.05. Trust and price have a simultaneous and significant effect on purchasing decisions in the Shopee Application, namely Fcount 50.400 > Ftable 3.10 with a significance value of 0,000 < 0.05.
References
Andhini, A. (2017). Pengaruh Transaksi Online Shopping, dan Kepercayaan Konsumen Terhadap Kepuasan Konsumen pada E-Commerce. Jurnal Ilmu Dan Riset Manajemen, 6(7), 1–23.
Effendi, fitri A. N. (2020). pengaruh harga,kepercayaan,dan kualitas produk terhadap keputusan pembelian pengguna e-commerce shopee. Engineering, Construction and Architectural Management, 25(1), 1–9.
Firmansyah, M. A. (2018). Perilaku Konsumen (sikap dan pemasaran). Deepublish.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Karmila, A. (2020). Pengaruh harga dan kepercayaan konsumen terhadap keputusan pembelian melalui marketplace Shopee. 151–156.
Khotimah & Febriansyah. (2018). Pengaruh Kemudahan Penggunaan, Kepercayaan Konsumen dan Kreativitas iklan terhadap minat beli konsumen Online-Shop. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 1(1), 19–26.
Kotler, Philip & Keller, K. L. (2012). Marketing Manajemen 14E. Cambridge University Press.
Kotler, Philip & Keller, K. L. (2016). Marketing Management 15E. Pearson Education,inc.
Kotler, P., & Armstrong, G. (2018). Pengaruh Harga, Promosi Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian. Journal of Chemical Information and Modeling, 01(01), 1689–1699.
Nasution, T. A. (2020). pengaruh kemudahan dan kepercayaan terhadap keputusan pembelian online di shopee pada mahsiswa universitas mhammadiyah sumatera utara.
Niken, G. (2020). Daftar marketplace indonesia 2020 dengan kunjungan terbanyak. Ajaib.Com.Id. https://ajaib.co.id/daftar-marketplace-indonesia-2020-dengan-kunjungan-terbanyak/
Priansa. (2017). Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Alfabeta.
Rahmawati dan Nikmah. (2019). pengaruh kepercayaan dan kualitas informasi terhadap keputusan pembelian secara online di shopee. Jurnal Manajemen, 4(1), 51–63. https://doi.org/10.54964/manajemen.v4i1.133
Simangunsong, R. M. & M. (2021). Pengaruh Promosi, Harga Dan Kepercayaan Terhadap Keputusan Pembelian Di E-Commerce Shopee Pada Mahasiswa Universitas Hkbp Nommensen Medan. JISPOL: JurnalIlmu Sosial Dan Politik, 1, 131–149. https://doi.org/10.51622
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sukaatmadja. M dan Yasa. (2016). Peran Kepercayaan Memediasi Pengetahuan Dengan Partisipasi Pengguna Toko Online Di Kota Denpasar. 5, 1197–1232.
Tjiptono, F. (2015). Strategi Pemasaran (Edisi 4). Andi Offset.
Wikanto, A. (2021). 10 E-Commerce dengan pengunjung terbanyak di indonesia, Tokopedia kembali ke puncak. Kontan.Co.Id. https://lifestyle.kontan.co.id/news/10-e-commerce-dengan-pengunjung-terbanyak-di-indonesia-tokopedia-kembali-ke-puncak
Yuliani, L. (2020). pengaruh harga, kualitas produk, dan kepercayaan terhadap keputusan pembelian fhasion secara online.
