Pengaruh Kepercayaan Konsumen, Keamanan, dan Kemudahan terhadap Keputusan Pembelian Online (Studi pada Pengguna Lazada.co.id di Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

Abstract

Abstract

This study aims to determine the effect of consumer trust, safety and convenience on Lazada online purchase decisions. The dependent variable in this study is the stock price. And there are 3 (three) independent variables, namely consumer trust, safety, and convenience. This research uses explanatory research. The population in this study were students of the Faculty of Economics and Business class 2016. The sample in this study was taken using a purposive sampling technique, namely the selection of sample members based on certain criteria and the determination of the number of samples obtained using the Slovin formula in order to obtain a total sample of 81 respondents. The data collection method used is a questionnaire method or a questionnaire which is done by giving a set of questions or written statements to the respondent. The analytical method used in this research is to use the instrument test, normality test, classic assumption test, and multiple linear regression test. Parametric inferential statistical analysis in this study was assisted by using the computer program Statistical Package for Sosial Science (SPSS) verse 17.0 software application. The results showed that simultaneously and partially there was an influence between consumer trust, security, and convenience on lazada online purchasing decisions

Keywords: Consumer Trust, Security, Convenience and Purchasing Decisions.