Pengaruh kualitas pelayanan, promosi, dan keamanan transaksi terhadap keputusan pembelian (studi kasus pada tokopedia.com)

Purwaningrum, Maria Rosita (2021) Pengaruh kualitas pelayanan, promosi, dan keamanan transaksi terhadap keputusan pembelian (studi kasus pada tokopedia.com). Masters thesis, Universitas Pelita Harapan.

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Abstract

Dalam era digital seperti saat ini, belanja melalui e-commerce dapat memberikan kenyamanan dan lebih efisien, terutama dalam masa pandemi Covid-19 seperti saat ini. Banyak toko online yang muncul di berbagai media sosial yang mana keamanannya belum tentu terjamin. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh kualitas pelayanan, promosi dan keamanan transaksi terhadap keputusan pembelian di salah satu platform e-commerce seperti Tokopedia. Penurunan jumlah pengunjung selama tahun 2020 di Tokopedia menjadi alasan utama dilakukannya penelitian ini yang mana Tokopedia akhirnya berhasil dikalahkan oleh salah satu kompetitornya. Model penelitian yang digunakan saat ini merupakan sebuah modifikasi dan kebaharuan dari penelitian sebelumnya yang mana dalam penelitian sebelumnya hanya menggunakan variabel kualitas pelayanan, promosi dan keputusan pembelian. Penambahan atau kebaharuan penelitian ini adalah dengan menambahkan variabel keputusan pembelian sebagai variabel dependen. Penelitian ini merupakan penelitian eksplanatori dengan non-probability sampling yang menggunakan sistem snowball dalam penyebaran kuisionernya. Penelitian ini dilakukan terhadap responden dengan kriteria mahasiswa perguruan tinggi tingkat S2 di wilayah Jabodetabek. Hasil penelitian ini merupakan hasil olah data dari 46 responden yang valid dan memenuhi syarat sehingga dapat disimpulkan bahwa promosi dan keamanan transaksi terbukti memberikan pengaruh positif dan signifikan terhadap keputusan pembelian di Tokopedia. Variabel kualitas pelayanan tidak terbukti memiliki pengaruh terhadap keputusan pembelian di Tokopedia, khususnya di kalangan mahasiswa perguruan tinggi tingkat S2 di wilayah Jabodetabek. / In the current digital era, shopping through the e-commerce will be more convenient and be more efficient, especially during this Covid-19 pandemic. Many online shops appear in social media where the security is not guaranteed. This study aims to see how much is the influence of quality service, promotion and secure transaction towards purchase decision on e-commerce platform such as Tokopedia. The numbers of visitors that have been decreasing throughout 2020 was the main reason to have this research, where one of its competitors finally defeated Tokopedia. The research model is a modification and a novelty of previous research, which in previous studies only used variables of service quality, promotion and purchase decision. The addition or novelty of this reaserch is to add a secure transaction variable as the dependent variable. This research is an explanatory research with non-probability sampling that uses a snowball system to distribute the questionnaire. This research was conducted towards specific respondents, which is a graduate college student in the Jabodetabek area. The results of this study was based on 46 valid and qualified respondents. Promotion and secure transaction are proven to have a positive and significant influence on purchase decision at Tokopedia. The variable of service quality, it is not proven to have an influence on purchase decision at Tokopedia, especially among postgraduate students in the Jabodetabek area.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Purwaningrum, Maria RositaNIM01619190080maria.purwaningrum@hotmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPasaribu, Lamhot HenryNIDN0411026901UNSPECIFIED
Uncontrolled Keywords: kualitas pelayanan ; promosi ; keamanan transaksi ; keputusan pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 3872 not found.
Date Deposited: 22 Aug 2021 11:18
Last Modified: 16 Mar 2022 13:10
URI: http://repository.uph.edu/id/eprint/42087

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