Pengaruh Persepsi Risiko, Kualitas Situs Web dan Kepercayaan Konsumen terhadap Keputusan Pembelian Online Shop Fashion di Masa Pandemi Covid-19 (Studi pada Pelanggan Zalora.co.id di Kota Semarang)

Authors

  • Aulia Lisriana Safitri Program Studi Manajemen - S1, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro Semarang

Abstract

In conducting this research, researcher take the object of Zalora.co.id customer who has made a transaction in the Zalora.co.id Application. The purpose of the study was to analyze the influence of risk perception, website quality, and consumer confidence and whether it has an impact on online purchasing decisions. Sampling techniques in this study are using purposive sampling techniques. Purposive sample withdrawal by selecting subjects based on specific criteria that have been set by the researcher. The sample used in the study was 110 respondents. In addition, this study has criteria that have been set by researchers such as the criteria of respondents who have made transactions in Zalora.co.id at least twice in the past year, and domiciled in the city of Semarang. The method used in data analysis is multiple linear regression analysis. From these studies have obtained results that show that risk perception partially affects positive and significant to trust, the quality of the website partially positive and significant to trust. Dalam melakukan penelitian ini, peneliti mengambil obyek pelanggan Zalora.co.id yang pernah melakukan transaksi di aplikasi Zalora.co.id. Tujuan dari dilakukannya penelitian ini yaitu untuk menganalisis pengaruh persepsi resiko, kualitas situs web, dan kepercayaan konsumen dan apakah memiliki dampak pada keputusan pembelian secara online. Teknik pengambilan sampel pada penelitian ini yaitu menggunakan teknik purposive sampling. Penarikan sampel yang dilakukan secara purposif dengan memilih subjek berdasarkan kriteria spesifik yang telah ditetapkan oleh peneliti. Sampel yang digunakan dalam penelitian ini adalah 110 responden. Selain itu, penelitian ini memiliki kriteria yang telah ditetapkan peneliti seperti kriteria responden yang telah melakukan transaksi di Zalora.co.id minimal dua kali dalam setahun terakhir, dan berdomisili di Kota Semarang. Metode yang digunakan dalam analisis data yaitu analisis regresi linier berganda. Dari penelitian tersebut telah mendapatkan hasil yang menunjukan bahwa persepsi resiko secara parsial berpengaruh positif dan signifikan terhadap kepercayaan, kualitas situs web secara parsial berpengaruh positif dan signifikan terhadap kepercayaanKeywords:risk perceptionquality of websiteconsumer confidencepurchasing decisions 

References

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Published

2022-09-28

How to Cite

Safitri, A. L. (2022). Pengaruh Persepsi Risiko, Kualitas Situs Web dan Kepercayaan Konsumen terhadap Keputusan Pembelian Online Shop Fashion di Masa Pandemi Covid-19 (Studi pada Pelanggan Zalora.co.id di Kota Semarang). Jurnal Ekonomi Dan Bisnis, 1(1), 26–35. Retrieved from https://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/6987

Issue

Vol. 1 No. 1 (2022): Jurnal Ekonomi Dan Bisnis

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