PENGARUH KUALITAS PRODUK, CITRA MEREK, KEPERCAYAAN, KEMUDAHAN, dan HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu)

Abstract

Tujuan penelitian ini adalah menemukan bukti empiris pengaruh kualitas produk, citra merek, kepercayaan, kemudahan dan harga terhadap keputusan pembelian pada e-commerce shopee, dengan survei yang dilakukan pada mahasiswa S1 Manajemen di Universitas Labuhan Batu. Teknik pengambilan sampel dengan menggunakan metode purposive sampling, dimana sampel yang terpilih adalah 100 orang mahasiswa S1 manajemen. Data diolah menggunakan metode uji statistik regresi linier berganda. Hasil penelitian ini membuktikan bahwa bahwa variabel Kepercayaan dengan nilai Sig 0,020 < 0,05, dan variabel Kemudahan dengan nilai Sig 0,019 < 0,05, serta variabel Harga dengan nilai Sig 0,014 < 0,05, memiliki pengaruh signifikan terhadap Keputusan Pembelian pada e-commerce Shopee. Sedangkan untuk variabel Kualitas Produk dengan nilai Sig 0,728 > 0,05 dan variabel Citra Merek dengan nilai Sig 0,550 > 0,05 maka tidak memiliki pengaruh signifikan terhadap Keputusan Pembelian pada e-commerce Shopee. Kata Kunci : Kualitas Produk, Citra Merek, Kepercayaan, Kemudahan, Harga Keputusan Pembelian

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