Pengaruh Kelayakan Harga, Kualitas Pelayanan dan Kepercayaan Pelanggan terhadap Keputusan Pembelian pada Situs Online Tokopedia di Kota Yogyakarta

Abstract

This study aims to determine simultaneously and partially the effect of Price Eligibility, Service Quality and Customer Trust on purchasing decisions on the Tokopedia online site in the city of Yogyakarta. This study uses a type of quantitative research. The sampling technique used was non-probability sampling using purposive sampling method. The number of samples used in this study were 100 respondents, the questionnaire was used as the main data collection tool using multi linear regression. Based on the results of data analysis, it shows that the Fcount value is 22,501 with a significance of 0.000. The known Ftable with an alpha of 5% or 0.05 is 2.70. The results of these calculations indicate that Fcount > Ftable with a smaller significance than alpha, ie 0.000 < 0.05. Based on the results of the t test, it can be seen that the feasibility of price, service quality and customer trust have a simultaneous effect on Purchase Decisions on the Tokopedia online site in the city of Yogyakarta and the dominant variable on purchasing decisions is Price Eligibility.

Keywords: Price Feasibility; Service Quality; Customer Trust and Purchase Decision