Analisis faktor harga, keamanan transaksi, dan promosi terhadap keputusan belanja mahasiswa di E-commerce Shopee

Tan, Jesslyn (2021) Analisis faktor harga, keamanan transaksi, dan promosi terhadap keputusan belanja mahasiswa di E-commerce Shopee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Teknologi terus berkembang hingga saat ini, kecanggihan elektronik semakin bertambah luas. Kecanggihan elektronik seperti e-commerce sangat ini dibutuhkan oleh masyarakat untuk melakukan transaksi jual beli. Salah satu e-commerce terbesar di Indonesia adalah Shopee. Shopee telah berdiri di beberapa negara. Pesaingan harga yang terjadi di toko Shopee sangat beragam. Promosi yang dilakukan ole Shopee dapat menarik perhatian konsumen. Keamanan yang dilakukan dapat membuat konsumen merasa aman dan nyaman. Data diambil dari pembagian kuesioner. Sebelum melakukan uji, awal uji yang dilakukan kepada 30 orang untuk mengetahui kelayakan dari pertanyaan-pertanyaan kuesioner. Setelah itu, dilakukanlah uji asumsi klasik yang terdiri dari 5 jenis uji. Jika telah melewati uji 5 test tersebut, maka dapat dilakukan uji selanjutnya yaitu uji koefisien determinasi, uji regresi berganda, uji t dan uji F. Pada uji t secara parsial, mendapatkan hasil dari variabel harga, keamanan transaksi dan promosi memiliki pengaruh pada keputusan belanja Univeritas Pelita Harapan kampus Medan Angkatan 2018. Sedangkan pada uji F, secara simultan, variabel terdapat pengaruh harga, keamanan transaksi dan promosi terhadap keputusan belanja Univeritas Pelita Harapan kampus Medan Angkatan 2018. Persamaan regresi pada penelitian ini adalah Y= 18.419 + 0.706 X1 + 0.649X2 + 0.523X3. Terakhir, hasil dari koefisien determiansi dari ketiga variabel adalah 40.1% ada kaitannya terhadap keputusan belanja dan 59.1% ada pengaruh dari faktor lain./Technology continues to develop until today, electronic sophistication is increasingly widespread. Electronic sophistication such as e-commerce is needed by the public to do transactions such as buying and selling. For example, one of the largest e-commerce sites in Indonesia is Shopee. Shopee has been established in several countries. Price competition that occurs in Shopee stores is very diverse. Promotions carried out by Shopee can attract the attention of consumers. The security carried out can make consumers feel safe and comfortable. Data were taken from questionnaire tests. Before conducting the test, the initial test was conducted on 30 people to determine the feasibility of the questionnaire questions. Next, the classical assumption test was carried out which consisted of 5 types of tests. If 5 types test have passed, the next test can be carried out, namely “coefficient determination test”, “multiple regression test”, “T test" and "F test”. In the partial t test, the results of price, transaction security and promotion variables have an influence on shopping decisions at University Pelita Harapan campus Medan Class of 2018. While in f test, simultaneously, variables of price, transaction security and promotion on shopping decisions have an influence at University Pelita Harapan campus Medan Class of 2018. The regression equation in this research is Y= 18.419 + 0.706 X1 + 0.649X2 + 0.523X3. The last results of coefficient determination of three variables are 40.1% have relationship on shopping decisions and 59.1% from other factors.

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