Pengaruh Keputusan Pembelian Melalui Online Shopping Pada Mahasiswa STIE AUB Surakarta

Yenni Khristiana(1*) , Andri Octaviani(2)


(1) 
(2) STIE Adi Unggul Bhirawa Surakarta
(*) Corresponding Author

Abstract


Tujuan penelitian ini adalah untuk mengetahui Keputusan Pembelian Online pada mahasiswa STIE AUB  Surakarta  tahun  penelitian 2018.  Variabel  yang  diambil  antara  lain  Kemenarikan Desain,  Reputasi Vendor,  Persepsi  Kemudahan Belanja,  Sikap  Belanja  Online  dan  Kepercayaan. Kelima  Variabel  tersebut kemudian diuji terhadap Keputusan Pembelian Online. Populasi merupakan mahasiswa STIE AUB Surakarta yang pernah membeli melalui online. Sampel di dapatkan 107 Mahasiswa. Data hasil penelitian dianalisis dengan teknik uji statistik deskriptif, uji linieritas, uji hipotesis (uji t, uji F, koefesien determinasi dan korelasi). Metode analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukan bahwa Sikap Belanja Online berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online, Variabel Reputasi vendor dan Kepercayaan berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian Online. Sedangkan Kemenarikan Desain dan Persepsi Kemudahan Belanja berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian Online.

Kata kunci: Keputusan Pembelian Online, Sikap Belanja Online, Reputasi Vendor dan Kepercayaan

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DOI: https://doi.org/10.36587/exc.v6i1.468

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