| dc.contributor.advisor | Siregar, Edward Halomoan | |
| dc.contributor.author | Calvin, Albert | |
| dc.date.accessioned | 2021-08-31T00:30:22Z | |
| dc.date.available | 2021-08-31T00:30:22Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/108988 | |
| dc.description.abstract | Menurut Global Web Index (2019) Indonesia sebagai negara dengan persentase pengguna e-commerce tertinggi di dunia. Shopee dan Tokopedia adalah peringkat ke-1 dan ke-2 e-marketplace dengan jumlah kunjungan terbanyak pada kuartal IV tahun 2020 di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi persepsi konsumen mengenai harga, kualitas layanan, dan citra merek terhadap keputusan pembelian online di Shopee dan Tokopedia yang berlokasi di Jabodetabek. Jumlah responden dalam penelitian ini sebanyak 179 responden. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan teknik purposive sampling. Analisis data dilakukan menggunakan analisis deskriptif dan analisis regresi linear berganda dengan melakukan uji asumsi klasik. Hasil penelitian ini menunjukkan bahwa setiap variabel independen, yaitu harga, kualitas layanan, dan citra merek berpengaruh positif terhadap keputusan pembelian online di Shopee dan Tokopedia. Selain itu, keseluruhan variabel independen tersebut juga berpengaruh positif terhadap keputusan pembelian online di Shopee dan Tokopedia. Nilai koefisien determinasi yang didapatkan pada penelitian ini sebesar 66% artinya sumbangan pengaruh variabel independen terhadap variabel dependen sebesar 66%. | id |
| dc.description.abstract | Global Web Index (2019) records Indonesia as the country with the highest percentage of e-commerce users in the world. Shopee and Tokopedia are ranked 1st and 2nd e-marketplace with the highest number of visits in the fourth quarter of 2020 in Indonesia. This study aims to analyze the influence of consumer perception perception regarding price, service quality, and brand image on online purchase decisions in Tokopedia and Shopee located in Jabodetabek. The number of respondents in this study was 179 respondents. Sampling techniques used are non probability sampling with purposive sampling techniques. Data analysis is performed using descriptive analysis and multiple linear regression analysis by performing classic assumption tests. The results of this study indicate that each independent variable, namely price, service quality, and brand image has a positive effect on online purchasing decisions at Shopee and Tokopedia. In addition, overall these independent variables also have a positive effect on online purchasing decisions at Shopee and Tokopedia. The value of the coefficient of determination obtained in this study is 66%, meaning that the influence of the independent variable on the dependent variable is 66%. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Analisis Keputusan Pembelian Online di Shopee dan Tokopedia Menurut Persepsi Konsumen di Jabodetabek | id |
| dc.title.alternative | Analysis of Online Purchase Decisions at Shopee and Tokopedia According to Consumer Perceptions in Jabodetabek | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | consumer perceptions | id |
| dc.subject.keyword | e-marketplace | id |
| dc.subject.keyword | purchase decisions | id |
