Pengaruh tingkat kepercayaan pembeli melalui Shopee mall #pastiori terhadap keputusan pembelian konsumen dalam masa pandemi

Pertiwi, Diajeng Ayu Sekar (2022) Pengaruh tingkat kepercayaan pembeli melalui Shopee mall #pastiori terhadap keputusan pembelian konsumen dalam masa pandemi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh tingkat kepercayaan terhadap keputusan pembelian produk di Shopee Mall #PastiOri, khususnya selama pandemi Covid-19. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis data regresi linier sederhana dengan jumlah sampel sejumlah 96 responden. Hasil penelitian menunjukkan bahwa baik pengaruh yang signifikan pada variabel tingkat kepercayaan terhadap variabel keputusan pembelian sebesar 62.4%, dan hal ini menjawab rumusan masalah dari penelitian dimana H1 diterima dan H0 ditolak. Hasil dari penelitian ini mengonfirmasi bahwa implementasi teori AIDA memberikan dampak pada konsumen untuk melakukan keputusan pembelian dalam Shopee Mall #PastiOri./This study aims to determine the effect of trust levels on product purchasing decisions at Shopee Mall #PastiOri, especially during the Covid-19 pandemic. This study uses a quantitative approach with simple linear regression data analysis with a total sample of 96 respondents. The results showed that both the significant influence on the confidence level variable on the purchasing decision variable was 62.4%, and this answered the problem formulation of the study where H1 was accepted and H0 was rejected. The results of this study confirm that the implementation of AIDA theory has an impact on consumers to make purchasing decisions in Shopee Mall #PastiOri.

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