TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints81629
UR  - http://digilib.unila.ac.id/81629/
A1  - TIFFANI  , JOTY SALSABILA
Y1  - 2024/06/14/
N2  - Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas
pelayanan, dan persepsi resiko terhadap Keputusan pembelian di e-commerce

Tokopedia. Penelitian ini menggunakan metode pengambilan sampel non-
probabilitas dengan teknik purposive sampling, yang dilakukan pada 100

responden. Teknik analisis data yang digunakan adalah uji kualitas data, uji asumsi
klasik, analisis regresi linier berganda, dan uji hipotesis. Hasil penelitian
menemukan bahwa variable Harga (X1) berpengaruh terhadap variabel Keputusan
pembelian (Y), variabel Kualitas Pelayanan (X2) tidak berpengaruh terhadap
variabel Keputusan Pembelian (Y) sedangkan untuk variabel Persepsi Resiko (X3)
berpengaruh terhadap variabel Keputusan Pembelian (Y). Selanjutnya terdapat
simultan dan signifikan antara Harga (X1), Kualitas Pelayanan (X2), dan Persepsi
Resiko (X3) terhadap Keputusan Pembelian (Y) dengan menunjukan besaran
pengaruh sebesar 69,4% dan sisanya merupakan variabel yang tidak diteliti dalam
penelitian ini.
Kata Kunci : Harga, Kualitas Pelayanan, Persepsi Resiko, Keputusan Pembelian

ABSTRACT

THE INFLUENCE OF PRICE, SERVICE QUALITY, AND RISK

PERCEPTION ON PURCHASING DECISIONS IN THE TOKOPEDIA E-
COMMERCE PLATFORM

By

TIFFANI JOTY SALSABILA

This study aims to examine the influence of price, service quality, and perceived
risk on purchasing decisions in the e-commerce platform Tokopedia. The research
employed a non-probability sampling method using purposive sampling technique,
with 100 respondents. Data analysis techniques included data quality testing,
classical assumption testing, multiple linear regression analysis, and hypothesis
testing. The findings indicate that Price (X1) significantly influences Purchase
Decision (Y), whereas Service Quality (X2) does not affect Purchase Decision (Y).
However, Perceived Risk (X3) has a significant influence on Purchase Decision
(Y). Furthermore, there is a simultaneous and significant impact of Price (X1),
Service Quality (X2), and Perceived Risk (X3) on Purchase Decision (Y),
accounting for 69.4% of the variance, with the remaining portion not covered by
the variables studied in this research.
Key words: Price, Service Quality, Risk Perception, Purchase Decision
PB  - FAKULTAS EKONOMI DAN BISNIS
TI  - PENGARUH HARGA, KUALITAS PELAYANAN, DAN PERSEPSI
RESIKO TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE

TOKOPEDIA

AV  - restricted
ER  -