Pengaruh Trust dan Perceived Of Risk Terhadap Keputusan Pembelian Online Studi pada Pengguna E-Commerce Shopee Di Kota Medan

Abstract

Rapid technological progress so as to create a business increasingly fierce competition in both domestic market and international market. Many things must be considered by the company in terms of marketing their products. Some of them are about the price and quality of products that they marketed. This study aims to identify and analyze the effect of price on purchase decisions, influence the quality of the product on purchasing decisions, and the effect of price and product quality on Samsung smartphone purchase decision on a student of Business Administration / Business FISIP USU. This study uses a quantitative method with associative approach. The population in this study were all students of Business Administration / Business FISIP USU using smartphones the Samsung brand and a sample is taken using a formula Lameshow and obtained a total sample of 70 people. Data analysis methods used are validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing by t-test and F test, and the coefficient of determination. Tests carried out using ststistic software. The results showed that the price variable partial, shows thitung (2.405)> t table (1.996) with sig. amounted to 0,019, which means the price variable positive and significant impact on purchasing decisions. Variable quality of products partially, shows thitung (3.384)> t table (1.996) with sig. 0,001 which means that the variable quality of the product and a significant positive influence on purchasing decisions. Based on the simultaneous testing (test-F), it appears that Fhitung (18.774)> F table (3.13) with sig. 0,000 which means that the variable price and quality of products and a significant positive influence on purchasing decisions. Coefficient of determination seen from the value of R Square of 0.359 which means that purchasing decisions can be influenced by the price and quality of products amounted to 35.9% while the remaining 64.1% is influenced by other factors not described in this study.