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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Entrepreneur dan Manajemen Sains
Dwi Junita Anggila
Universitas Muhammadiyah Bengkulu
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH HARGA, KEPERCAYAAN DAN ADVERTISING (IKLAN) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKOPEDIA Dwi Junita Anggila; Subandrio Subandrio
(JEMS) Jurnal Entrepreneur dan Manajemen Sains Vol. 3 No. 2 (2022): Juli 2022
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (404.829 KB) | DOI: 10.36085/jems.v3i2.3157

Abstract

This study aimed to determine the effect of price, trust and advertising toward purchasing decision consumers at Tokopedia. This study used descriptive research method with quantitative data analysis. The population of this study were all consumers in the community of the Selebar sub-district of Bengkulu City with a total of 80 respondents and sampling taken by using the accidental sampling technique. The data collection technique of this study used observation and questionnaire. The data analysis techniques used classical assumption test, multiple linear regression, coefficient of determination (R2), and hypothesis testing. The results of the study indicate multiple linear regression, the regression equation form Y = 2.480 + 0.746 (X_1) + 0.235 (X2) + 0.214 (X3). The results of the study and the hypothesis show that the price shows the value of t_hit>t_(α/2) (7.252 > 1.664) and (sig = 0.000 < 0.05), the confidence value shows the value of t_hit>t_(α/2) (2.718 > 1.664) and (sig = 0.000 < 0.05) and advertising shows the value of t_hit>t_(α/2) (2.031 > 1.664) and (sig = 0.000 < 0.05). Price (X1) is 7.252, trust variable (X2) is 2.718 and advertising variable is 2.031. The conclusion is based on the results of the research that has been done, there is a significant influence between the variables Price (X_1), Trust (X2) and Advertising (X3) together toward purchasing decisions of consumers on Tokopedia. Based on the finding above ca be concluded and suggested that consumers perceptions regarding the Price, Trust, Advertising factors from Tokopedia can be better and can be used as evaluation material and special concern from Tokopedia.in attemting to increase purchasig decision of their consumens. Keywords:       Price, Trust, Advertising and Purchasing Decision. Consumers.
Determinan Keputusan Pembelian Konsumen pada Toko Pedia Subandrio Subandrio; Dwi Junita Anggila
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 3 No. 2.1 Desember (2022): SPECIAL ISSUE
Publisher : Cv. Utility Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (912.783 KB)

Abstract

Perkembangan bisnis secara online di Indonesia sekarang sangat pesat, salah satunya dengan melakukan belanja secara online. Tujuan penelitian ini untuk menguji pengaruh harga, kepercayaan dan iklan terhadap keputusan pembelian konsumen pada toko pedia. Jenis penelitian adalah penelitian kuantitatif. Sampel penelitian berjumlah 80 orang dengan menggunakan teknik pengambilan sampel purposive sampling. Pengumpulan data dalam penelitian adalah kuesioner. Teknik analisis data regresi linier berganda diolah menggunakan SPSS 24. Hasil penelitian menunjukkan bahwa harga, kepercayaan dan iklan berpengaruh terhadap keputusan pembelian konsumen pada toko pedia
Co-Authors Subandrio Subandrio