TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints62675
UR  - http://digilib.unila.ac.id/62675/
A1  - LINANG GUNAYU, 1716051032
Y1  - 2021///
N2  - Penelitian ini bertujuan untuk mengetahui besarnya pengaruh online trust, shopping
orientation, dan purchase experience terhadap keputusan pembelian konsumen online
shop Myrubylicious. Jenis penelitian explanatory research dengan pendekatan
kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling dengan
metode nonprobabilitiy sampling dengan jumlah sampel sebesar 385 responden. Data
diperoleh dari kuesioner menggunakan Method of Successive Interval (MSI). Analisis
data penelitian ini menggunakan analisis regresi linear berganda dengan alat bantu
software SPSS 26.0. Penelitian ini menunjukkan bahwa secara parsial variabel online
trust berpengaruh signifikan terhadap keputusan pembelian sebesar 9,5%, shopping
orientation berpengaruh signifikan terhadap keputusan pembelian sebesar 48,2%, dan
purchase experience berpengaruh signifikan terhadap keputusan pembelian sebesar
31,4%. Sedangkan hasil pengujian secara simultan menunjukkan bahwa variabel
online trust, shopping orientation, dan purchase experience berpengaruh signifikan
sebesar 61,4% terhadap keputusan pembelian konsumen online shop Myrubylicious.

Kata Kunci: Online Trust, Shopping Orientation, Purchase Experience,
Keputusan Pembelian.
The purpose of the research to know the magnitude of the influence of online trust,
shopping orientation, and purchase experience on consumer purchasing resolve of
Myrubylicious online shop. This explanatory research used a quantitative approach.
The sampling technique was purposive sampling technique. Then a sample with a
total of 385 respondens. The data collected in this research was questionnaire. The
Questionnaire used Method of Successive Interval (MSI). The data analyzed in this
research used multiple linear regression analysis with SPSS 26.0 software tools. This
research shows that 9,5% partially online trust has a significant effect on purchasing
decisions, then 48.2% shopping orientation has a significant effect on purchasing
decisions, and 31.4% purchasing experience has a significant effect on purchasing
decisions. Meanwhile, the simultaneous test results show that the online trust,
shopping orientation, and purchasing experience variables have a significant effect
of 61.4% on the purchasing decisions of Myrubylicious online shop consumers.

Keywords: Online Trust, Shopping Orientation, Purchase Experience, Purchase
Decision
PB  - FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
TI  - PENGARUH ONLINE TRUST, SHOPPING ORIENTATION, DAN PURCHASE

EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN
(Studi Pada Konsumen Online Shop Myrubylicious)
AV  - restricted
ER  -