ANALISIS PENGARUH PERSEPSI HARGA, KERAGAMAN PRODUK DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA ONLINE SHOP TOKOPEDIA.COM (Studi Pada Mahasiswa/I Fakultas Ilmu Sosial dan Ilmu Politik Jurusan Administrasi Bisnis Angkatan 2012-2014 Universitas Lampung)

Kurnia Ramadani Panang Putra, 1116051043 (2015) ANALISIS PENGARUH PERSEPSI HARGA, KERAGAMAN PRODUK DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA ONLINE SHOP TOKOPEDIA.COM (Studi Pada Mahasiswa/I Fakultas Ilmu Sosial dan Ilmu Politik Jurusan Administrasi Bisnis Angkatan 2012-2014 Universitas Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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ABSTRACT.pdf

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COVER DALAM.pdf

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LEMBAR PERSETUJUAN.pdf

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LEMBAR PENGESAHAN.pdf

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LEMBAR PERNYATAAN.pdf

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RIWAYAT HIDUP.pdf

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PERSEMBAHAN.pdf

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MOTO.pdf

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SANWACANA.pdf

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DAFTAR TABEL.pdf

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DAFTAR LAMPIRAN.pdf

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DAFTAR GAMBAR.pdf

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DAFTAR ISI.pdf

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Abstrak

Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana pengaruh dari persepsi harga, keragaman produk dan kepercayaan konsumen terhadap keputusan pembelian online shop Tokopedia.com di Universitas Lampung. Jenis penelitian ini adalah eksplanatori dengan pendekatan kuantitatif. Metode Pengumpulan data menggunakan kuisioner yang didistribusikan kepada 76 responden yang merupakan konsumen yang pernah berbelanja di Tokopedia.com. Analisis data adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa persepsi harga, keragaman produk dan kepercayaan konsumen mempengaruhi keputusan pembelian di Tokopedia.com dan signifikan. Hasil pengujian dengan regresi berganda dan uji t secara parsial diperoleh persepsi harga, keragaman produk dan kepercayaan konsumen berpengaruh dan signifikan terhadap keputusan pembelian di Tokopedia.com. Namun dalam uji F diperoleh hasil bahwa variabel independen mempengaruhi variabel dependen secara simultan dengan nilai F hitung > F tabel. Dengan demikian dapat disimpulkan 3 variabel independen berpengaruh terhadap keputusan pembelian yaitu persepsi harga, keragaman produk dan kepercayaan konsumen. Kata kunci : Persepsi Harga, Keragaman Produk, Kepercayaan Konsumen, E-Commerce, Keputusan Pembelian. AN ANALYSIS OF THE INFLUENCE PRICE PERCEPTION, DIVERSITY PRODUCT AND TRUST OF CONSUMENT PURCHASE BUYING ON ONLINE SHOP TOKOPEDIA.COM The purpose of this research is to find out influence of the price perception, diversity product, and trust of consument purchase buying on online shop Tokopedia.com in University of Lampung. Kind of this reserch is ekspalanatory with quantitif approach. The method to collecting data using kuisioner that distributed to 76 respondent consist of consument ever buy in Tokopedia.com. The data analysis is multiple regression analysis. The results showed that the price perception, diversity product and trust of consument affect to purchase buying and significant. Results of testing with multiple regression and partial t test showed that price perception, diversity product and trust of consument significant effect to purchase buying. But the F test showed that the independent variables affect the dependent variable simultaneously with the F count> F table. The conclusion is of three independent variables that affect to purchase buying they are price perception, diversity product and trust of consument. Key words : Price Perception, Diversity Product, Trust of Consument, E-Commerce, Purchase Buying

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HB Economic Theory
J Political Science > JA Political science (General)
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 7054689 . Digilib
Date Deposited: 08 Dec 2015 06:42
Last Modified: 08 Dec 2015 06:42
URI: http://digilib.unila.ac.id/id/eprint/15368

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