PENGARUH KEMUDAHAN, RISIKO, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA TOKOPEDIA.COM

Abstract

This research aimed to analyze convenience, information quality, and risk the on online Buying Decision of Tokopedia site. While, this research took place in School of Economic Indonesia (STIESIA) Surabaya. The population was the student of School of Economic Indonesia (STIESIA) Surabaya who had Tokopedia application and also made online buying in last 3 months with a total that is unknown with certainty. Moreover, the data collection technique used purposive sampling, in which the sample was based on determained criteria. In line with, there were 100 respondents as sample. Furthermore, the data collection was distribution the questionnaire to the student of STIESIA Surabaya. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The research result concluded convenience, information quality, and risk had significant effect on the online buying decision. Convenience, information quality, and risk showed the online buying decision variable of 59,7% and the remaining of 40,3% was described by other variables which were not included in the research.

Keywords: convenience, information quality, risk, buying decision