Artikel Ilmiah : C1B013036 a.n. SUSI APRIYANI
| NIM | C1B013036 |
|---|---|
| Namamhs | SUSI APRIYANI |
| Judul Artikel | PENGARUH KEPERCAYAAN, RISIKO PERSEPSIAN, KUALITAS PERSEPSIAN, HARGA PERSEPSIAN DAN ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI PRODUK MELALUI TOKO ONLINE DENGAN GENDER SEBAGAI VARIABEL MODERASI |
| Abstrak (Bhs. Indonesia) | Penelitian ini merupakan penelitian deskriptif dengan metode survei pada mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman Purwokerto yang pernah melakukan pembelian produk pada toko online. Penelitian ini menggunakan regresi berganda sebagai alat pengujuan hipotesis. Teknik pengambilan sampel menggunakan purposive sampling, dimana sampel merupakan mahasiswa dengan usia minimum 18 tahun dan pernah melakukan pembelian produk melalui toko online. Jumlah sampel yang digunakan sebanyak 100 responden. Dari hasil penelitian didapatkan : (1) kepercayaan berpengaruh positif terhadap niat beli, (2) Risiko persepsian berpengaruh negatif terhadap niat beli, (3) Kualitas persepsian berpengaruh positif terhadap niat beli, (4) Harga persepsian berpengaruh positif terhadap niat beli, (5) Electronic Word of Mouth (eWOM) berpengaruh positif terhadap niat beli, (6) Gender tidak memoderasi pengaruh antara kepercayaan terhadap niat beli, (7) Gender tidak memoderasi pengaruh antara risiko persepsian terhadap niat beli, (8) Gender tidak memoderasi pengaruh antara electronic Word of Mouth (eWOM) terhadap niat beli. Implikasi dari penelitian ini yaitu pihak manajemen toko online perlu menerapkan berbagai kebijakan pemasaran secara tepat khususnya yang terkait dengan kepercayaan konsumen, persepsi konsumen terhadap risiko belanja di toko online, persepsi konsumen terhadap kualitas toko online, persepsi konsumen terhadap harga produk di toko online dan electronic Word of Mouth (eWOM). |
| Abtrak (Bhs. Inggris) | This research is a descriptive study with survey method of the student Faculty of Economics and Business Jenderal Soedirman University Purwokerto who ever make a purchase of products on online store. This research using multiple regression as a tool of testing the hypothesis. Sampling technique using purposive sampling. The sample is a student with minimum age of 18 years and have made purcahse of products through online store. The sampling size of study is 100 respondents. The results of this research indicates that: (1) trust has a positive effect on purchase intention, (2) perceived risk has a negative effect on purchase intention, (3) perceived quality has a positive effect on purchase intention, (4) perceived price has a positive effect on purchase intention, (5) Electronic Word of Mouth (eWOM) has a positive effect on purchase intention, (6) gender does not moderating the effect between trust to purchase intention, (7) gender does not moderating the effect between perceived risk to purchase intention, (8) gender does not moderating the effect between electronic Word of Mouth (eWOM) to purchase intention. The implications of this research is the online store management needs to implement a variety of marketing policies specifically related to consumer confidence, consumers perception of shopping risks in online stores, consumer perceptions of quality in online stores, consumer perceptions of product perceptions of quality in online stores, consumer perceptions |
| Kata kunci | :Trust, Perceived Risk, Perceived Quality, Perceived Price,, Electronic Word of Mouth, Gender |
| Pembimbing 1 | Drs. Sumarsono. M.Si |
| Pembimbing 2 | Dr. Refius Pradipta S. SE.M.Si |
| Pembimbing 3 | |
| Tahun | 2017 |
| Jumlah Halaman | 20 |
| Tgl. Entri | 2017-08-17 23:49:22.878559 |