PENGARUH KEPERCAYAAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE

Abstract

Penelitian ini bertujuan untuk menguji (1) pengaruh kepercayaan dan harga terhadap keputusan pembelian online di Shopee, (2) pengaruh kepercayaan terhadap keputusan pembelian online di Shopee, dan (3) pengaruh harga terhadap keputusan pembelian online di Shopee. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Universitas Pendidikan Ganesha yang berbelanja online di Shopee dengan jumlah populasi sebesar 762 orang. Metode penentuan sampel yang digunakan dalam penelitian ini adalah metode simple random sampling secara proporsional dengan jumlah 280 responden. Desain penelitian menggunakan kuantitatif kausal. Analisis yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) kepercayaan dan harga berpengaruh signifikan terhadap keputusan pembelian online di Shopee, (2) kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian online di Shopee, dan (3) harga berpengaruh positif dan signifikan terhadap keputusan pembelian online di Shopee.
Kata Kunci : harga, kepercayaan, keputusan pembelian online

This research aimed to examine (1) the effect of trust and price on online purchase decision in Shopee, (2) the effect of trust on online purchase decision in Shopee, and (3) the effect of price on online purchase decision in Shopee. The population in this research were the students of Economics Faculty of Ganesha University of Education who shopped online in Shopee with the total of population was 762 people. The sampling method used in this research was proportional simple random sampling method with 280 respondents. The research design was causal quantitative. The analysis used was multiple linear regression analysis. The results show that (1) trust and price have a significant effect on online purchase decision in Shopee, (2) trust has a positive and significant effect on online purchase decision in Shopee, and (3) price have a positive and significant effect on online purchase decision in Shopee.
keyword : online purchase decision, trust, price