Artikel Ilmiah : C1B016027 a.n. REZZA ADITYA PRABOWO
| NIM | C1B016027 |
|---|---|
| Namamhs | REZZA ADITYA PRABOWO |
| Judul Artikel | PENGARUH PERSEPSI HARGA, IKLAN, KEPERCAYAAN, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE |
| Abstrak (Bhs. Indonesia) | Penelitian ini merupakan studi empiris dengan judul “Pengaruh Persepsi Harga, Iklan, Kepercayaan, dan Persepsi Risiko terhadap Keputusan Pembelian pada E-Commerce Shopee”. Penelitian ini bertujuan untuk menganalisis persepsi harga, iklan, kepercayaan, dan persepsi risiko terhadap keputusan pembelian. Populasi dalam penelitian ini adalah responden yang berumur 17 – 24 tahun, pernah menggunakan e-commerce Shopee dan melakukan transaksi dalam 6 bulan terakhir. Sampel penelitian ini sebanyak 110 responden diambil menggunakan metode purposive sampling. Berdasarkan hasil penelitian dengan menggunakan analisis regresi linear berganda menunjukkan bahwa variabel persepsi harga, iklan, dan kepercayaan, signifikan berpengaruh positif terhadap keputusan pembelian, sedangkan variabel persepsi risiko tidak signifikan dan tidak berpengaruh terhadap keputusan pembelian. |
| Abtrak (Bhs. Inggris) | This research is an empirical study with the title "The Effect of Perceived Price, Advertising, Trust, and Perceived Risk on Consumer Purchase Decision Study in Shopee E-Commerce". This study aims to analyze the variables perceived price, advertising, trust, and perceived risk on consumer purchase decisions. The population in this study were respondents who were participated 17-24 years old, had used Shopee E-Commerce and last time period of transactions 6 monts ago. The sample of this study was 110 respondents who were taken using the purposive sampling method. Based on the results of research using multiple linear regression analysis shows that the variables of perceived price, advertising, and trust, have significant and positive effect on consumer purchasing decision, while perceived risk variable has not significant and has no effect to consumer purchasing decision. |
| Kata kunci | Persepsi Harga, Iklan, Kepercayaan, Persepsi Risiko, Keputusan Pembelian, E-Commerce, Online, Perceived Price, Advertising, Trust, Perceived Risk, Consumer Purchase Decision. |
| Pembimbing 1 | Dr. Weni Novandari, S.E. M.M. |
| Pembimbing 2 | Dr. Lusi Suwandari, S.E. M.Si. |
| Pembimbing 3 | Alisa Tri Nawarini, S.E. MBA |
| Tahun | 2020 |
| Jumlah Halaman | 107 |
| Tgl. Entri | 2020-08-13 12:33:36.81292 |