Faktor Yang Mempengaruhi Niat Membeli Konsumen Melalui Shopee Di Universitas Tarumanagara
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Abstract
This study aims to determine the effect of information seeking, familiarity, social presence and trust in the intention to buy consumers through Shopee at Tarumangara University. The number of samples used in this study were 101 respondents who were Tarumanagara University students who were also Shopee users. Data sources were obtained from the distribution of online questionnaires through google form media with convenience sampling methods and regression analysis techniques. From the test results it was found that Information Search, Familiarity, Social and Trust Attendance simultaneously had a significant effect on the intention to Buy Consumers through Shopee.
Penelitian ini bertujuan untuk mengetahui pengaruh pencarian informasi, keakraban, kehadiran sosial dan kepercayaan terhadapniat membeli konsumen melalui Shopee di Universitas Tarumangara. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 101 responden yang merupakan mahasiswa Universitas Tarumanagara yang sekaligus juga merupakan pengguna Shopee. Sumber data diperoleh dari penyebaran kuesioner secara online melalui media google form dengan metode convenience sampling dan teknik analisis regresi. Dari hasil pengujian diperoleh bahwa Pencarian Informasi, Keakraban, Kehadiran Sosialdan Kepercayaansecara bersamaan berpengaruh signifikan terhadap Niat Membeli Konsumen melalui Shopee.
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