PENGARUH PROMOSI DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA APLIKASI E-COMMERCE TOKOPEDIA

Lidia Andiani; Farrel Riantama; Agussalim Andriansyah

doi:10.32938/ie.v5i3.5469

Lidia Andiani STIE Malangkucecwara Malang
Farrel Riantama STIE Malangkucecwara Malang
Agussalim Andriansyah STIE Malangkucecwara Malang

DOI: https://doi.org/10.32938/ie.v5i3.5469

Keywords: Promotion, Consumer Trust, Purcahse Decision

Abstract

The purpose of this study was to test the Promotion (X₁) and Consumer Trust (X₂) variables on Purchase Decisions (Y) in the Tokopedia E-Commerce application in the Management student study program at STIE Malangkucecwara in the 2022/2023 academic year. The type of research used in this research is quantitative research with explanatory methods. The population of this study was 163 students with a sample of 62 students. The analytical method used in this study used the IBM SPSS Statistics 23 application. The results showed that the Promotion variable (X₁) had a positive effect of 5,600 and the Consumer Trust Variable (X₂) had a positive effect of 4,218. From the results of this study, it can be concluded that Promotion and Consumer Trust influence purchasing decisions.

References

Agus Sriyanto, A. W. K. (2019). Pengaruh Brand Ambassador, Minat Beli, Dan Testimoni Terhadap Keputusan Pembelian (Studi Pada Situs Jual Beli Online Shop Shopee Indonesia Di Universitas Budi Luhur Periode Februari – April 2018). 8(1), 21–34

Ananda, S. (2019). Pengaruh Viral Marketing dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Online Shop Berbasis Aplikasi pada Mahasiswa/I Fakultas Ekonomi dan Bisnis Universitas Sumatera Utar (thesis).

Darmawan, M. R. (2019). Pengaruh Kualitas Produk, Harga Dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Identic Coffee Cempaka Putih). 30.

Doresa, S.E., Basuki, R.S. (2017). Pengaruh Personal Selling dan Sales Promotion Terhadap Keputusan Pembelian di Butik Mezora Malang. Jurnal Aplikasi Bisnis, Vol. 3 No. 1, 165-170.

Fahrevi, S. R., & Satrio, B. (2018). Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Di Shopee.Co.Id. Jurnal Ilmu Dan Riset Manajemen, 7.

Gatot Suhendra, Iwan Krisnadi. (2020). Kekuatan Shopee Sebagai E-Commerce Terpopuler Di Indonesia Saat Ini Gatot Suhendra 1 , Iwan Krisnadi 2. 29.

Ghozali, I. (2018). Aplikasi Multivariate dengan Program IBM SPSS 25 (9th ed.). Universitas Diponegoro. Joesyiana, K. (2018). Pengaruh word of mouth terhadap keputusan pembelian konsumen pada media online shop shopee di pekanbaru. Jurnal Valuta, 4, 1–15.

Ghozali, Imam. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.

Mursid. (2015). Manajemen Pemasaran. Jakarta: Bumi Aksara.

Manane, Desmon Redikson; Taolin, Maximus L. ;Babulu, N.L. (2022) ‘THE INFLUENCE OF LABOR , CAPITAL , AND MANAGEMENT ON THE PRODUCTIVITY OF IMKM ASSISTED BY THE DINAS PERINDUSTRIAN’, 11(03), pp. 686–691.

Naomi, Pube Emma, Baraba, R., & Saputra, Murry Harmawan. (2019). Pengaruh Kepercayaan, Kemudahan, Kualitas Informasi, Dan Harga Terhadap Keputusan Pembelian Konsumen Dalam Memilih Berbelanja Secara Online (Studi Pada Pengguna Situs Jual Beli Online Kaskus.Co.Id Di Purworejo). 1–12.

Pasaribu, L. N., & Purba, K. (2020). The influence of trust on the online purchase decisions with buying interest on the social networking site Instagram: case study of online shop users on Instagram. Research, Society and Development, 9(10). https://doi.org/10.33448/rsd-v9i10.9119.

Zeng, T., & Onn, C. Y. (2015). Factors Affecting Purchase Intention of Online Shopping. Department of Business, Universiti Tunku Abdul Rahman, Malaysia British Journal of Economics,Management & Trad: 1-12, 2015.