ANALISIS PENGARUH KEPERCAYAAN, KEAMANAN, KEMUDAHAN PENGGUNAAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE

(STUDI KASUS PADA MAHASISWA UNIVERSITAS BUDI LUHUR & AKADEMI SEKRETARI BUDI LUHUR PENGGUNA SITUS BELANJA ONLINE TOKOPEDIA.COM)

Abstract

The purpose of this research is to know how the influence of the trust, ease of use, security, product quality, and price toward  purchase decition. The sample in this research were student Budi Luhur University & Budi Luhur Secretarial Academy who ever shop one time on the tokopedia.com. The samples were 96 people selected using purposive sampling through an online questionnaire and to meet audient. T test results showed that the security, product quality, and price variables have a positive and significant influence towards purchase decition, while the trust and ease of use variable have not significant influence towards purchase decition. The coefficient of determination obtained from the independent variable in this research is 74,8% already influence of the trust, ease of use, security, product quality, and price toward  purchase decition.while the remaining 25,2% is influenced by other variables outside the model of this research