Analisis pengaruh persepsi kualitas situs web terhadap niat pembelian online melalui kepercayaan konsumen dan persepsi nilai sebagai variabel mediasi untuk wirausaha

Christopher, Christopher and Wong, Gesner and Pangestu, Wilson Timothy (2019) Analisis pengaruh persepsi kualitas situs web terhadap niat pembelian online melalui kepercayaan konsumen dan persepsi nilai sebagai variabel mediasi untuk wirausaha. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the midst of economic development and the rise of internet users in Indonesia, competition in the electronic commerce industry has also become tougher. A company that has also been affected by the competition is Berrybenka. In order to compete, the company needs to pay attention and increase its customers’ online purchase intention. This study is using the purposive or judgment sampling through the distribution of questionnaires. The obtained data was then processed further through tests of reliability, validity, as well as correlation. This study was accomplished through a pre-test study of 50 respondents, in which the reliability and validity test was done. After the pre-test was completed, the collected data of 259 respondents for the actual study was analysed using the SmartPLS program. Results suggest that there are factors influencing customers’ online purchase intention, such as perceived website quality, customers’ trust, and perceived value. / Di tengah perkembangan ekonomi dan pengguna internet di Indonesia, persaingan perdagangan elektronik juga menjadi semakin ketat. Salah satu yang terkena dampak dari persaingan tersebut adalah Berrybenka. Agar dapat tetap bersaing, pihak perusahaan perlu untuk memperhatikan dan meningkatkan niat pembelian konsumen secara online. Penelitian ini menggunakan teknik purposive atau judgment sampling dengan pengumpulan data melalui penyebaran kuesioner. Data diolah dengan menggunakan analisis reliabilitas, validitas, korelasi. Penelitian ini akan terlebih dahulu menganalisis data yang dikumpulkan sebanyak 50 responden pada studi pendahuluan, yang kemudian diuji reliabilitas dan validitasnya. Setelah itu baru dilakukan penyebaran kuesioner terhadap 259 responden pada studi aktual yang kemudian dianalisis melalui program AMOS. Dari hasil penelitian yang telah diperoleh, terdapat beberapa faktor yang terbukti mempengaruhi niat pembelian online, seperti persersi kualitas situs web, kepercayaan konsumen, dan persepsi nilai.

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