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All Journal EKONOMIKA45 Journal of Management and Social Sciences
Wuri Purnamasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kepercayaan Dan Kemudahan Terhadap Keputusan Pembelian Online Melalui Aplikasi Shopee Wuri Purnamasari
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 10 No. 2 (2023): Juni : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v10i2.2263

Abstract

Advances in information technology, including the internet, have had a significant impact on various fields, including developments in the world of business and marketing. This research aims to determine the influence of trust and convenience on online purchasing decisions via the Shopee application. The method used in this research is a quantitative method and the assessment of the results of this research is based on respondents' answers using a Likert scale. The population in this research are Gunadarma University students who have used or are currently using the Shopee application. The analytical tools used are Validity Test, Reliability Test, Classical Assumption Test (Normality, Multicollinearity, Heteroscedasticity), Multiple Linear Regression Analysis, F Test, T Test, and Coefficient of Determination Test. Based on the results of static data analysis, this research variable is valid and reliable, in the classic assumption test no multicollinearity and heteroscedasticity were found and it was normally distributed. The research results show that partially (t test) states that the Trust variable (X1) has a significant effect on online Purchasing Decisions (Y) in the Shopee application, while the Convenience variable (X2) has a significant effect on online Purchasing Decisions (Y) in the Shopee application. Simultaneously (F Test) states that the variables Trust (X1) and Convenience (X2) have a significant effect simultaneously or together on online Purchasing Decisions (Y) in the Shopee application.
Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Handphone Merek Xiomi Wuri Purnamasari
Jurnal of Management and Social Sciences Vol. 2 No. 3 (2024): Juli : Journal of Management and Social Sciences
Publisher : CV. Aksara Global Akademia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59031/jmsc.v2i3.481

Abstract

This study aims to determine and analyze the influence of brand ambassadors and brand image on Xiaomi products simultaneously and partially on consumer purchasing decisions on Xiaomi cellphones. This study uses primary data as a source of data obtained by distributing questionnaires in the form of google forms and distributed to 100 respondents. The population that is the object of this study is all consumers of Xiaomi brand cellphones. Sampling was carried out using a purposive sampling technique. Respondents came from all groups ranging from 17 years of age and above who knew or had been consumers of Xiaomi brand cellphone products. The testing tools in this study consisted of validity tests, reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests, and determination coefficient tests. The results of the study showed that partially the brand ambassador variable influenced Purchasing Decisions with a significance value of 0.000 <0.05 or a tcount value of 4.056> ttable 1.985. Brand Image partially influences Purchasing Decision with a significance value of 0.000 <0.05 or a tcount value of 5.208> ttable 1.985. Simultaneously, brand ambassador and brand image influence Purchasing Decision with a significance value of 0.000 <0.05.
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