PENGARUH KUALITAS LAYANAN ELEKTRONIK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DI ECOMMERCE SHOPEE PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

OCTAVIANI, DEBORAH (2020) PENGARUH KUALITAS LAYANAN ELEKTRONIK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DI ECOMMERCE SHOPEE PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

DEBORAH OCTAVIANI, The Effect of Electronic Service Quality and Trust Towards Student’s Purchase Decisions of E-Commerce Shopee in the Universitas Negeri Jakarta. The purpose of this study was to determine the effect of electronic service quality and trust towards student’s purchase decisions of e-commerce shopee in the universitas negeri jakarta. This research was conducted at the Universitas Negeri Jakarta, for 7 months from January to July 2020. The research method that the researchers used was a survey method with a correlational approach, the population used were all students of the Universitas Negeri Jakarta. The sampling technique used was purposive sampling technique as many as 130 people. The simple linear regression equation produced by X₁ against Y is Ŷ = 46,284 + 0,584 X₁ and the simple linear regression equation produced by X₂ with Y is Ŷ = 40,023 + 0,746 X₂. Test requirements analysis is the normality test with the KolmogorovSmimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0,200, X₁ value of 0,200, X₂ value of 0,200. Because the significance level of the three variables > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X₁ and Y for X₂ produces significance value in Linearity, that is 0,000 < 0.05, so it can be concluded that it has a linear relationship. Next, a t test was carried out and Y was obtained over X₁ tcount = 6,803 and ttable = 1,97882 Y over X₂ tcount = 7,394 and ttable = 1,979439. Correlation coefficient between the electronic service quality variable (X₁) to the purchase decision (Y) of 0,515 and the correlation coefficient between the trust variable (X₂) to the purchase decision (Y) of 0,547. So, there is a positive and significant influence between electronic service quality on purchasing decisions, as well as a positive and significant effect between trust on purchasing decisions. Thus, it can be concluded that there is a positive and significant influence between electronic service quality and trust on purchasing decisions. The coefficient of determination of Y over X₁ was obtained at 0.266, indicating that 26.6% of the purchase decision variable was determined by the electronic service quality. Meanwhile, the remaining 73.4% is influenced by other factors. And the coefficient of determination of Y over X₂ obtained by 0.299 which shows that 29.9% of the purchase decision variable is determined by trust. Meanwhile, the remaining 70.1% is influenced by other factors. Keyword: Purchase Decision, Electronic Service Quality, Trust

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