PENGARUH WEBSITE QUALITY DAN WEBSITE BRAND TERHADAP MINAT BELI ONLINE DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Survei pada Konsumen Shopee di Kota Padang)

ANNISA, FITRAH RAMIALIS (2020) PENGARUH WEBSITE QUALITY DAN WEBSITE BRAND TERHADAP MINAT BELI ONLINE DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Survei pada Konsumen Shopee di Kota Padang). Masters thesis, Universitas Andalas.

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Abstract

PENGARUH WEBSITE QUALITY DAN WEBSITE BRAND TERHADAP MINAT BELI ONLINE DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh website quality dan website brand terhadap minat beli online dengan kepercayaan sebagai variabel mediasi dari survei yang dilakukan pada konsumen Shopee di kota Padang. Variabel dalam penelitian ini website quality, website brand, kepercayaan konsumen, dan minat beli online. Respondennya adalah masyarakat kota Padang yang pernah mengunjungi (melihat-lihat) atau bertransaksi online menggunakan aplikasi Shopee minimal satu kali transaksi. Metode pengambilan sampel yang digunakan adalah metode purposive sampling, dengan jumlah sampel penelitian ini adalah sebanyak 135 responden. Pengolahan dan analisis data dilakukan dengan menggunakan SmartPLS. Hasil penelitian yang didapat menunjukkan bahwa website quality, website brand, dan kepercayaan berpengaruh positif dan signifikan terhadap minat beli online, website quality dan website brand berpengaruh positif dan signifikan terhadap kepercayaan dan kepercayaan berperan sebagai mediasi parsial antara website quality dan website brand terhadap minat beli online pada konsumen Shopee. Kata kunci : website quality; website brand; kepercayaan; minat beli online; Shopee THE EFFECT OF WEBSITE QUALITY AND WEBSITE BRAND ON ONLINE PURCHASE INTENTION AND TRUST AS A MEDIATING VARIABLE ABSTRACT The purpose of this paper is to analyze the effect of website quality and website brand on online purchase intention with trust as a mediating variable for Shopee consumers in Padang city. The variables in this study are website quality, website brand, trust, and online purchase intention. Respondents are residents of Padang city who have visited (browsed) or transacted online using the Shopee application at least one transaction. The sampling method used was purposive sampling method, with a sample size of 135 respondents. Processing and data analysis was done using SmartPLS. The results obtained indicate that the quality of the website, the website brand, and trust have a positive and significant effect on purchase intention, website quality and website brand have a positive and significant effect on trust and trust which acts as a partial mediation between website quality and website brand on online purchase intention in Shopee consumers. Keywords: website quality; website brand; trust; online purchase intention; Shopee

Item Type: Thesis (Masters)
Primary Supervisor: Dr. Eri Besra, SE, MM
Uncontrolled Keywords: Kata kunci : website quality; website brand; kepercayaan; minat beli online; Shopee
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Pascasarjana (S2)
Depositing User: Unand Magister Manajemen
Date Deposited: 06 Sep 2023 08:48
Last Modified: 06 Sep 2023 08:48
URI: http://scholar.unand.ac.id/id/eprint/211952

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