Pengaruh kemenarikan desain website dan kepercayaan konsumen terhadap keputusan pembelian konsumen Shopee

Abstract

: The online platform has succeeded to supporting marketing activities and supporting the creation of various online platforms in Indonesia, such as Shopee, Tokopedia, Bukalapak and others. The current research object used is the Shopee website visitor on the www.shopee.co.id page. The purpose of this research is to determine whether the attractiveness of the website design and consumer trust affect purchasing decisions at Shopee. The method used in this research is explanatory research and data processing techniques using multiple linear regression. The sampling technique used was purposive sampling. The population is Shopee website users and the sample is Shopee website users who domiciled in the city of Bandung. Data was collected by distributing surveys in the form of questionnaires. The results of this study shows that is influence of website design attractiveness and consumer trust on purchasing decisions at Shopee. Keywords : C onsumer Trust; Purchase Decision. W ebsite Design Attractiveness. Abstrak : Platform online berhasil menjadi penunjang aktivitas pemasaran dan mendukung terciptanya berbagai platform online di Indonesia, seperti Shopee, Tokopedi a , B ukalapak dan lainnya. Objek penelitian saat ini yang digunakan adalah pengunjung website Shopee pada laman www.shopee.co.id . Tujuan di dalam studi yang dilakukan guna mendapatkan informasi apakah kemenarikan desain website dan kepercayaan konsumen berpengaruh terhadap keputusan pembelian di Shopee. Metode yang dipakai dalam penelitian ini explanatory research dan teknik pengolahan data menggunakan regresi linear berganda. Teknik pengumpulan sampel menggunakan purpos iv e sampling. Populasinya adalah pengguna website Shopee dan sampelnya adalah pengguna website Shopee yang berdomisili di kota Bandung. Pengumpulan data dilakukan dengan menyebarkan survey dalam bentuk kuisioner. Hasil penelitian menunjukkan adanya pengaruh kemenarikan desain website dan kepercayaan konsumen terhadap keputusan pembelian di S hopee. Kata K unci : kemenarikan desain website; kepercayaan konsumen; keputusan pembelian.

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