ANALISIS KEAMANAN KEMUDAHAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI LAZADA

Abstract

This research is meant to find out the influence of security, easiness and trust to the online purchasing decision at Lazada.co.id, and also to find out the security, easiness, and trust which one of them has dominant influence to the online purchasing decision at Lazada.co.id. The population is all student of STIESIA Surabaya. This research is a descriptive research and the data is the primary data. The data of this research is subject data and documentary data meanwhile the sample collection technique has been carried out by using purposive sampling with the numbers of samples are 180 respondents. The analysis technique has been conducted by using multiple linear regressions. The result of this research shows that security and trust gives positive influence to the online purchasing decision meanwhile easiness gives positive and insignificant influence to the online purchasing decision. And trust gives dominant influence to the online purchasing decision. This result shows that the validity of all hypotheses in this research have been proven.

Keywords: Purchasing decision, security, easiness and trust.