?url_ver=Z39.88-2004&rft_id=1911011043&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KEPERCAYAAN+KONSUMEN+DAN+KEMUDAHAN+TRANSAKSI+TERHADAP+KEPUTUSAN+PEMBELIAN+SECARA+ONLINE+(STUDI+PADA+SITUS+JUAL+BELI+ZALORA+INDONESIA)+&rft.creator=KOTIYAH%2C+.&rft.subject=330+Ekonomi&rft.description=Perkembangan++teknologi++yang++mengiringi++berkembangnya++zaman%2C++membuat+adanya+perubahan+dalam+standar+dan+pola+dari+gaya+hidup+masyarakatnya.+Kehidupan+manusia+saat+ini+dikelilingi+oleh+teknologi+digital+yang+mengubah+segala+jenis+kebutuhan+menjadi+serba+mudah+dan+tanpa+batasan.+Dalam+aspek+ekonomi%2C+era+digital+ini+membuat+para+konsumen+dalam+proses+pemenuhan+kebutuhan+beralih+dari+model+belanja+konvensional+menjadi+model+belanja+online+atau+e-commerce+yang+salah+satu+modelnya+yaitu+marketplace+dan+Zalora+adalah+bentuk+marketplace+di+Indonesia.%0D%0A%0D%0AKeberadaan+situs+jual+beli+online+banyak+memberikan+keuntungan%2C+salah+satunya+adalah++memberikan++kemudahan++dalam++jual++beli++yang++efektif++bagi++masyarakat.+Zalora++merupakan++salah++satu++platform++situs++jual++beli++online++yang+mempunyai+banyak+pengguna.+Hal+ini+tidak+terlepas+dari+adanya+kepercayaan+yang+dibangun+oleh+marketplace+tersebut.+Kepercayaan+dan+kemudahan+transaksi+menjadi+aspek+penting+bagi+para+marketplace+untuk+menarik+minat+pelanggan.%0D%0A%0D%0APenelitian+ini+dilakukan+untuk+mengetahui+pengaruh+kepercayaan+konsumen+dan+kemudahan+transaksi+terhadap+keputusan+pembelian+pada+situs+jual+beli+Zalora.+Penelitian+ini+merupakan+penelitian+survey.+Populasi+pada+penelitian+ini+adalah+adalah+seluruh+konsumen+yang+pernah+melakukan+pembelian+secara+online+melalui+situs+jual+beli+Zalora.+Teknik+pengambilan+sampel+menggunakan+purposive+sampling+dengan+jumlah+sampel+sebanyak+150+Pelanggan.+Teknik+pengumpulan+data+menggunakan+kuesioner+yang+telah+diuji+validitas+dan+reliabilitasnya.+Adapun+hasil+dari+penelitian+ini+menunjukan+bahwa+variabel+kepercayaan+dan+kemudahan+transaksi+berpengaruh+positif+dan+signifikan+terhadap+keputusan+pembelian+pada+situs+jual+beli+Zalora+dengan+kepercayaan+yang+memiliki+pengaruh+paling+besar+terhadap+keputusan+pembelian.%0D%0A%0D%0A%0D%0AKata+Kunci%3A+Perilaku+Konsumen%2C+E-commerce%2C+Kepercayaan+Konsumen%2C+Kemudahan+Transaksi%2C+Keputusan+Pembelian.+%0D%0AWith+the+development+of+technology%2C+there+has+been+a+change+in+the+standards+and+patterns+of+people's+lifestyles.+Human+life+today+is+surrounded+by+digital+technology+that+changes+all+kinds+of+needs+to+be+easy+and+without+limitations.+In+the+economic+aspect%2C+this+digital+era+has+made+consumers+in+the+process+of+fulfilling+their+needs+switch+from+conventional+shopping+models+to++online+shopping+or+e-commerce+models%2C+one+of+which+is+a+marketplace+and+Shopee+is+a+form+of+marketplace+in+Indonesia.%0D%0A%0D%0AThe+existence+of+inline+buying+and+selling+sites+provides+many+advantages%2C+one+of+which+is+to+provide+convenience+in+buying+and+selling+that+is+effective+for+the+community.+Zalora+is+an+online+buying+and+selling+site+platform+that+has+many+users.+This+is+inseparable+from+the+trust+built+by+the+marketplace.+Trust+and+ease+of+transaction+are+important+aspects+for+marketplaces+to+attract+costumers.%0D%0A%0D%0AThis+research+aims+to+understand+the+effect+of+consumer+trust+and+ease+of+transaction+on+buying+decisions+on+the+Zalora+tranding+site.+This+research+is+done+by+conducting+survey.+The+population+of+the+research+are+consumers+who+have+made+purchases+online+through+the+Zalora+buying+and+selling+site.+The+sampling+method+done+by+purposive+sampling+technique+with+the+sample+of+150+Pelanggant.+The+data+collection+method+obtained+by+questionnaires+which+validity+and+reliability+has+been+tasted.+Multiple+regressions+are+applied+to+answer+the+hypothesis+as+the+analysis+method.The+result+of+this+research+indicate+that%2C+there+is+effect+of+consumer+trust+on+the+buying+decisions%2C%0D%0A%0D%0A%0D%0AKeywords%3A+Consumer+Behavior%2C+E-commerce%2C+Consumer+Trust%2C+ease+of+transaction%2C+and+buying+decision%0D%0A&rft.publisher=EKONOMI+DAN+BISNIS&rft.date=2023-07-24&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F76996%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F76996%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F76996%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++KOTIYAH%2C+.++(2023)+PENGARUH+KEPERCAYAAN+KONSUMEN+DAN+KEMUDAHAN+TRANSAKSI+TERHADAP+KEPUTUSAN+PEMBELIAN+SECARA+ONLINE+(STUDI+PADA+SITUS+JUAL+BELI+ZALORA+INDONESIA).++EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F76996%2F