The influence of perceived risk, website quality and trust towards customer purchase decision at Lazada (a case study on customers in North Sumatra)

Tantowi, Alexander (2022) The influence of perceived risk, website quality and trust towards customer purchase decision at Lazada (a case study on customers in North Sumatra). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

During the pandemic of Covid-19, the rapid growth of digital based technology has been rapidly increasing. Many industries has adapt the use of technology in their daily operations especially e-commerce. Currently in Indonesia, the top 3 leading e-commerce is Tokopedia, Shopee and lastly Lazada. The purpose of this research being conducted is to seek out the influence of perceived risk, website quality and trust towards customer purchase decision at Lazada customers in North Sumatra with the limitation of this research would only be conducted on Medan customers only. Descriptive analysis and causal were used in analyzing the 100 samples which was taken using the non-probability sampling with snowball sampling technique. The result of the hypothesis test in this research shows that perceived risk and trust has a partial significance influence on customer purchase decision and website quality has no partial significance influence on customer purchase decision. The result of the t-test for perceived risk has a value of 5.107 >1.96 and 0.000 significance level, trust with the value of 3.352 > 1.96 and 0.001 significance level and lastly website quality with the value of -1.404 < 1.96 and 0.164 > 0.05 significance level which shows no significancy of influence. The coefficient of determination for this research is 68.3% and the multiple linear regression formula is as followed: YPurchase Decision = 3.199Constant + 0.528Perceived Risk + (-1.31) Website Quality + 0.423 Trust./ Di masa pandemi Covid-19, pertumbuhan teknologi berbasis digital semakin pesat. Banyak industri telah mengadaptasi penggunaan teknologi dalam operasi sehari-hari mereka terutama e-commerce. Saat ini di Indonesia, 3 besar e- commerce terkemuka adalah Tokopedia, Shopee dan terakhir Lazada. Tujuan dari penelitian yang dilakukan adalah untuk mengetahui pengaruh persepsi risiko, kualitas website dan kepercayaan terhadap keputusan pembelian pelanggan pada pelanggan Lazada di Sumatera Utara dengan batasan penelitian ini hanya akan dilakukan pada pelanggan Medan saja. Analisis deskriptif dan kausal digunakan dalam menganalisis 100 sampel yang diambil dengan teknik non- probability sampling dengan teknik snowball sampling. Hasil uji hipotesis dalam penelitian ini menunjukkan bahwa persepsi risiko dan kepercayaan berpengaruh signifikan secara parsial terhadap keputusan pembelian pelanggan dan kualitas situs web tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian pelanggan. Hasil uji t untuk persepsi risiko memiliki nilai 5,107 > 1,96 dan tingkat signifikansi 0,000, kepercayaan dengan nilai 3,352 > 1,96 dan tingkat signifikan 0,001 dan terakhir kualitas website dengan nilai -1,404 < 1,96 dan 0,164 > 0,05 tingkat signifikansi yang tidak menunjukkan signifikansi pengaruh. Koefisien determinasi untuk penelitian ini adalah 68,3% dan rumus regresi linier berganda adalah sebagai berikut: YPurchase Decision = 3.199Constant + 0.528Perceived Risk + (-1.31) Website Quality + 0.423 Trust.

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