Pengaruh Kegunaan, Kemudahan, Keamanan, Kepercayaan dan Kelompok Referensi Terhadap Minat Beli Ulang Pada Situs Tokopedia.Com Di Kota Pontianak.

Abstract

ABSTRAK

PENGARUH KEGUNAAN, KEMUDAHAN, KEAMANAN, KEPERCAYAAN DAN KELOMPOK REFERENSI TERHADAP MINAT BELI ULANG PADA SITUS   TOKOPEDIA.COM DI KOTA PONTIANAK

Oleh

Takeda

B1021131044

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kegunaan, kemudahan, keamanan, kepercayaan dan kelompok referensi terhadap minat pembelian ulang secara online pada Tokopedia.com

Populasi dalam penelitian ini adalah konsumen yang pernah membeli secara online di Tokopedia.com yang berada di Kota Pontianak. Sampel dalam penelitian ini adalah 120 responden dengan mengunakan teknik purposive sampling. Teknik pengumpulan data menggunakan kuesioner. Model analisis data yang digunakan adalah analisis regresi linier berganda.

Variabel independen yang paling berpengaruh terhadap variabel dependen adalah kelompok referensi (0,483), diikuti oleh variabel kemudahan (0,424), variabel kegunaan (0,328), keamanan (0,201) dan yang terakhir adalah variabel kepercayaan (0,152). Penelitian berdasarkan pengujian menemukan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap minat pembelian ulang. Koefisien determinansi yang diperoleh dari variabel independen dalam penelitian ini sebesar 47,8%, sementara sisanya sebesar 52,2% dipengaruhi oleh variabel lain diluar model penelitian ini.

Kata kunci : kegunaan, kemudahan, keamanan, kepercayaan, kelompok referensi dan minat pembelian ulang.

ABSTRACT
THE EFFECT OF USABILITY, CONVENIENCE, SECURITY, TRUST AND REFERENCE GROUPS TO REPURCHASE INTENTION ON TOKOPEDIA.COM SITE IN PONTIANAK CITY

Prepared  By
Takeda
B1021131044

                 This study aims to determine how much influence the usability, convenience, security, trust and reference groups have on the interest in online repurchase on Tokopedia.com
                   The population in this study were consumers who had purchased online at Tokopedia.com in Pontianak City. The sample in this study was 120 respondents using purposive sampling technique. The technique of collecting data using a questionnaire. The data analysis model used is multiple linear regression analysis.
                 The most influential independent variable on the dependent variable is the reference group (0.483), followed by the ease variable (0.424), the utility variable (0.328), security (0.201) and the last is the trust variable (0.152). Research based on testing found that all independent variables had a positive and significant effect on interest in repurchase. The determinant coefficient obtained from the independent variables in this study amounted to 47.8%, while the remaining 52.2% was influenced by other variables outside of this research model.
Keywords: usability, convenience, security, trust, reference group and interest in repurchase.

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