PENGARUH KEMUDAHAN, KEPERCAYAAN DAN PERSEPSI AKAN RESIKO MENGGUNAKAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Survey Pada Konsumen Lazada.co.id)

Mega Usvita

Abstract


This study was intended to see how the effect of easiness, trustworthiness and perception on the risk of using e-commerce toward online purchasing decision (survey on consumer lazada.co.id). The populations in this study were all people who have visited the site Lazada.co.id with sample of 100 people, the sampling techniques using non-probability sampling with purposive sampling technique where the method of determination of the samples based on certain criteria. The results of this study, easiness variable (X1), trustworthiness (X2), the perception of risk (X3) gave positive and significant impact on online purchase decision (Y) with a significant level of 0.000. The amount influence of convenience (X1), trust (X2), the perception of risk (X3) toward online purchase decision (Y) is 0.314 (R2 = 31.4%).

Keywords: Convenience, Trustworthiness, Perception of Risk, Purchase Decision

Full Text:

PDF

References


Adi, Rifki Nugroho. 2008. Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian dengan Sistem Pre-Order secara Online (Studi Kasus pada Online Shop Choper Jersey). Skripsi UNDIP.

Amijaya, Gilang Rizky. 2010. “Pengaruh Persepsi Teknologi Informasi, Kemudahan, Resiko dan Fitur Layanan Terhadap Minat Ulang Nasabah Bank Dalam Minat Menggunakan Internet Banking (Studi Pada Nasabah Bank BCA)â€. Skripsi. Semarang: Fakultas Ekonomi Universitas Diponegoro.

Kuncoro, Mudrajad. 2007. Ekonomika Industri Indonesia : Menuju Negara Industri Baru 2030. Andi Yogyakarta: Yogyakarta.

Pavlou, P.A., dan Gefen, D. 2002. Building Effective Online Marketplaces With Institution-based Trust, Proceedings of Twenty-Third International Conference on Information Systems, pp.667-675.

Schiffman, L dan L. Kanuk 2004. Consumer Behaviour. Prentice Hall: New Jersey.

Sekaran, Uma. 2006. Research Method For Business (ASkill Building Approach Job).Wiley & Sons.

Sukma, Abdurrahman Adi.2012.“Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Social Networking Websiteâ€.Jurnal Ekonomi Manajemen. Fakultas Ekonomi Universitas Gunadarma.

Sularto, Lana. 2004. Pengaruh Privasi, Kepercayaan dan Pengalaman Terhadap Niat Beli Konsumen Melalui Internet. Jurnal Ekonomi & Bisnis No.3, Jilid 9, pp 138-155.

Suresh, A.M., dan Shashikala R. 2011.Identifying Factors of Consumer Perceived Risk towards Online Shopping in India. IPEDR. 12. Hal. 336-341.

Sugiono, 2007. Metode Penelitian Bisnis. Alfabeta: Bandung.

Thomson, 2013. Analisis Pengaruh Kualitas Pelayanan Konsumen Pada Warung Ucok Durian Iskandar Muda Medan Terhadap Keputusan Pembelian. FE USU.




DOI: https://doi.org/10.31846/jae.v5i1.126

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by:

 

        Â