PENGARUH BRAND IMAGE, E-SECURITY, DAN PERCEIVED RISK TERHADAP KEPUTUSAN PEMBELIAN DENGAN E-TRUST SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PELANGGAN SHOPEE DI YOGYAKARTA)
DOI:
https://doi.org/10.22437/jmk.v14i2.42110Abstract
Penelitian ini bertujuan untuk menguji apakah brand image, e-security, dan perceived risk berpengaruh dalam keputusan pembelian dengan dimediasi e-trust pada pelanggan shopee di wilayah Yogyakarta. Penelitian ini mengambil sampel dari beberapa gen Z pengguna e-commerce shopee yang berada di wilayah Yogyakarta. Metode penentuan sampel adalah nonprobability sampling dengan menggunkan metode purposive sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner yang dibagikan menggunakan google form. Jumlah kuesioner yang diolah sebanyak 152 kuesioner yang didapat dari rumus Hair yaitu indikator dikali 8. Data penelitian ini dianalisis menggunakan analisis regresi bergandan dan pengolahan ini dilakukan dengan menggunakan SPSS. Hasil penelitian ini menunjukan bahwa semua variabel independen secara bersama-sama berpengaruh terhadap variabel dependen.
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