Pengaruh jaminan keamanan dan kemudahan transaksi terhadap keputusan pembelian online pada Marketpleace Shopee

Akbar, Aly (2018) Pengaruh jaminan keamanan dan kemudahan transaksi terhadap keputusan pembelian online pada Marketpleace Shopee. Masters thesis, Pascasarjana Program Magister : Program Studi Ekonomi Syari'ah.

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Abstract

INDONESIA: Segmen pasar online di Indonesia sebesar 132.7 juta orang atau lebih dari 50% dari penduduk Indonesia, dari potensi pasar tersebut yang berhasil dimanfaatkan penjual online baru sebanyak 8.7 juta atau 6.5%. Berdasarkan hasil wawancara dan pengamatan awal, kecilnya angka transaksi online di Indonesia dipengaruhi oleh rendahnya jaminan keamanan konsumen serta proses transaksi yang dianggap susah. Fakta sebaliknya terjadi pada toko online Shopee di mana tergolong toko online yang baru berdiri tapi sudah masuk sepuluh besar toko online terlaris di Indonesia. Berdasarkan fakta diatas, penelitian ini bertujuan untuk membahas dan menganalisis : 1). Seberapa besar pengaruh jaminan keamanan dan kemudahan transaksi secara simultan terhadap keputusan pembelian online di Shopee; 2). Seberapa besar pengaruh jaminan keamanan terhadap keputusan pembelian online di Shopee; 3). Seberapa besar pengaruh kemudahan transaksi terhadap keputusan pembelian online di Shopee. Penelitian ini dilandasi dengan kerangka pemikiran : 1). Terdapat pengaruh jaminan keamanan dan kemudahan transaksi secara simultan terhadap keputusan pembelian online di Shopee; 2). Terdapat pengaruh jaminan keamanan terhadap keputusan pembelian online di Shopee; 3). Terdapat pengaruh kemudahan transaksi terhadap keputusan pembelian online di Shopee. Penelitian ini menggunakan metode penelitian kuantitatif berupa uji regresi linier berganda untuk mengetahui ada tidaknya hubungan fungsional antara variabel bebas dengan variabel terikat, uji parsial atau uji t untuk mengetahui signifikansi pengaruh variabel bebas secara parsial terhadap variabel terikat, dan uji simultan atau uji f untuk mengetahui pengaruh variabel bebas secara simultan terhadap variabel terikat, dan uji koefisien determinasi untuk mengetahui besaran pengaruh simultan variabel bebas terhadap variabel terikat. Berdasarkan hasil pengujian menggunakan Software SPSS 20.00, penelitian ini menghasilkan kesimpulan : 1). Variabel jaminan keamanan dan kemudahan transaksi mempunyai nilai Fhitung 19.725> Ftabel 3.091 artinya jaminan keamanan dan kemudahan transaksi berpengaruh signifikan secara simultan terhadap keputusan pembelian. Nilai R Square sebesar 0.289 atau dibulatkan 29% artinya jaminan keamanan dan kemudahan transaksi berpengaruh terhadap keputusan pembelian sebesar 29%, hasil ini memperkuat penelitian Inas Rafidah; 2). Variabel jaminan keamanan mempunyai nilai Thitung 5.665 > Ttabel 1.985 dengan nilai signifikan 0.00 < 0.05 artinya jaminan keamanan berpengaruh signifikan terhadap keputusan pembelian, hasil ini memperkuat teori keamanan Ipho Santosa; 3). Variabel kemudahan transaksi mempunyai nilai Thitung 4.062 > Ttabel 1.985 dengan nilai signifikan 0.00 < 0.05 artinya kemudahan transaksi berpengaruh signifikan terhadap keputusan pembelian, hasil ini memperkuat teori kemudahan transaksi Dimas.   ENGLISH: The online market segment in Indonesia is 132.7 million people or more than 50% of the Indonesian population, but only 8.7 million people or 6.5% of the market potential are used by online sellers. Based on interviews and preliminary observations, online transactions in indonesia are very small because of low consumer security guarantee and difficult online transaction. But the opposite is found in Shopee online store. Shopee is a new online store but has become one of the 10 best-selling online stores in Indonesia. Based on the facts described above, this research aims to discuss and analyze: 1). The effect of security guarantee and ease of transaction simultaneously on online purchasing decision in Shopee; 2). The effect of security guarantee has on online purchasing decision in Shopee; 3). The effect of ease of transaction to online purchasing decision in Shopee. This research uses research framework : 1). There is effect of security guarantee and ease of transaction simultaneously on online purchasing decision in Shopee; 2). There is effect of security guarantee has on online purchasing decision in Shopee; 3). There is effect of ease of transaction to online purchasing decision in Shopee. This research uses quantitative research method by using: multiple linear regression analysis to analyze whether there is a functional effect between independent variable and dependent variable, partial test or t test to analyze the significance the effect of independent variables partially have on the dependent variable, and simultaneous test or f test to analyze the effect of independent variable simultaneously on the dependent variable, and determination coefficient test to analyze how much the effect the dependent variable has simultaneously on the independent variable. Based on the test results using SPSS 20.00 Software, the conclusion is : 1). Security guarantee and ease of transaction have a value of f arithmetic 19.725 > f table value 3.091, which means that Security guarantee and ease of transaction have a significant effect simultaneously on purchase decision. The valueof R Squareis 0.289 or 29%, meaning that security guarantee and ease of transaction influence purchase decision by 29%, the results of this study are to strengthen Inas Rafidah’s research; 2). Security guarantee variable has a value of T arithmetic 5.665 > t table value 1.985 with a significant value of 0.00 < 0.05, which means that security guarantee has a significant effect on purchase decision, the results of this study are to strengthen Ipho Santosa’s theory; 3). ease of transaction variable has a value of T arithmetic 4.062 > t table value 1.985 with a significant value of 0.00 < 0.05, which means that security guarantee has a significant effect on purchase decision, the results of this study are to strengthen Dimas’es theory.

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