PENGARUH KEMUDAHAN, KEPERCAYAAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN ONLINE

Abstract

Marketing through internet media allows an effort to carry out self-service practices. Online marketing simultaneously, influences the information process. This study aims to determine the effect of ease, trust and quality of information on online purchasing decisions at Tokopedia. The population used in the study was STIESIA Surabaya students who had made online purchases on Tokopedia with non-probability sampling techniques, and the number of samples was 100 people. The analysis technique used in this research is multiple regression analysis. The test results show the ease, trust and quality of information on purchasing decisions online at Tokopedia. This condition indicates the model used in the study is feasible to be continued in the next analysis. This result is also supported by the level of multiple determination coefficient of 56% indicating the contribution of these variables simultaneously to online purchasing decisions in Tokopedia is sufficient. The test results also indicate the ease, trust, and quality of information of each effect on online purchasing decisions in Tokopedia.
Keywords: convenience, trust, quality of information, purchasing decisions