PENGARUH KEPERCAYAAN DAN KENYAMANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Studi Pada Pelanggan Website Ride Inc)

Authors

  • Andy Putra Mahkota

Abstract

The purpose of this study was to determine how the effect of effect of trust and enjoyment on online purchase buying. This type of research is explanatory research. The samples in this study were 75 respondents who are consumer of Ride Inc Website. The sampling technique using simple random sampling. Methods of data collection by questionnaire. Data analysis using descriptive analysis and multiple regression analysis. The results showed that, there is influence between trust and enjoyment influence on online purchase buying. From the calculations it is known that the F value = 38,228 > F 3,120 with a significance of 0.000 < 0.5. . Partially known trust and enjoyment that significantly influence Online purchase buying. In addition to the F test and t-test, known R2 value of R Square of 0,515, which means the magnitude of the independent variable on the dependent variable of 51,5 %. Keywords: Trust, Enjoyment, eCommerce, Online Purchase BuyingAbstrak Tujuan penelitian ini adalah mengetahui bagaimana pengaruh pengaruh kepercayaan dan kenyamanan terhadap keputusan pembelian online.  Jenis penelitian yang digunakan adalah explanatory research. Sampel dalam penelitian ini sebanyak 75 kepada 75 responden yang merupakan pelanggan di Website Ride Inc. Teknik pengambilan sampel menggunakan simple random sampling. Metode pengumpulan data dengan kuesioner. Analisis data menggunakan analisis deskriptif dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa variabel kepercayaan dan kenyamanan secara bersama-sama berpengaruh terhadap keputusan pembelian Online.. Dari perhitungan uji F diketahui bahwa = 38,228 > Ftabel 3,120 dengan signifikansi sebesar 0,000 < 0,5. Secara sendiri-sendiri  diketahui kepercayaan dan kenyamanan berpengaruh signifikan terhadap keputusan pembelian Online. Selain uji F dan uji t, uji R2 diketahui nilai 0,515 yang berarti besarnya variabel independen terhadap variabel dependen sebesar 51,5%. Kata kunci : Kepercayaan, Kenyamanan, eCommerce, Keputusan Pembelian Online

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Published

2014-03-12

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Articles