Pengaruh e-word of mouth, ease of use, trust terhadap purchase decision Lazada = The influence of e-word of mouth, ease of use, trust on purchase decision Lazada Indonesia

Candra, Erwin (2021) Pengaruh e-word of mouth, ease of use, trust terhadap purchase decision Lazada = The influence of e-word of mouth, ease of use, trust on purchase decision Lazada Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui mengenai keputusan pembelian konsumen di Lazada Indonesia. Untuk memenuhi tujuan, penelitian ini menguji pengaruh E-Word of Mouth, Ease of Use, Trust terhadap Purchase Decision pada aplikasi Lazada Indonesia. Teknik pengambilan sampel yang dilakukan dalam penelitian ini dengan metode Purposive Sampling, dan subjek penelitian dalam penelitian ini adalah pengguna Lazada yang pernah bertransaksi pada Lazada Indonesia, penelitian yang menjawab kuesioner ini pengguna generasi Z yang berkisaran umur 15 hingga 25 Tahun. Metode pengumpulan data yang digunakan dalam penelitian ini adalah data primer, yaitu data yang penyebarannya melalui kuesioner online kepada 210 responden melalui Google form. Metode yang digunakan dalam menganalisis penelitian ini adalah PLS-SEM 3.0. Penelitian ini dilakukan mulai dari Agustus sampai dengan November 2020. Hasil dari penelitian ini 3 Hipotesis yang diajukan, semua hipotesis diterima. Hasil dari penelitian ini menyimpulkan bahwa variable e-word of mouth memiliki pengaruh positif terhadap purchase decision, ease of use memiliki pengaruh positif terhadap purchase decision, trust memiliki pengaruh positif terhadap purchasedecision/ This study aims to determine consumer purchasing decisions at Lazada Indonesia. To meet the objectives, this study examines the effect of E-Word of Mouth, Ease of Use, Trust on Purchase Decision on the Lazada Indonesia application. The sampling technique used in this study was purposive sampling method, and the research subjects in this study were Lazada users who had transacted on Lazada Indonesia. Researchers who answered this questionnaire were generation Z users ranging in age from 15 to 25 years. The data collection method used in this study is primary data, namely data which is distributed through online questionnaires to 210 respondents via Google form. The method used in analyzing this research is PLS-SEM 3.0. This research was conducted from August to November 2020. The results of this study were 3 Hypotheses submitted, all hypotheses were accepted. The results of this study concluded that the e-word of mouth variable has a positive influence on purchase decisions, ease of use has a positive influence on purchase decisions, trust has a positive influence on purchasedecisions

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