Pengaruh Kepercayaan, Persepsi Harga, dan Kinerja Operasional Terhadap Minat Beli Pelanggan Lazada

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Cyntia Sari
Rodhiah Rodhiah

Abstract

The purpose of this study is to determine the trust, perceived price and operational performance have a positive influence on buying interest in Lazada customers in West Jakarta. This research is a Lazada customer who lives in West Jakarta. The sample in this study were 100 people using purposive sampling technique. Data collection techniques are carried out by distributing questionnaires using Google Form through social media Twitter and also Instagram. Data were analyzed using SEM with PLS-SEM analysis media. The results of this study indicate that trust and operational performance affect buying interest positively and significantly, while price perceptions do not affect buying interest positively and significantly. Researchers hope that this research can be useful for further research and can also be useful to increase the knowledge of readers.

 

Tujuan dari penelitian ini adalah untuk mengetahui kepercayaan, persepsi harga dan kinerja operasional memiliki pengaruh positif terhadap minat beli pada pelanggan Lazada di Jakarta Barat. Penelitian ini adalah pelanggan Lazada yang berdomisili di daerah Jakarta Barat. Sampel pada penelitian ini adalah sebanyak 100 orang dengan menggunakan teknik purposive sampling. Teknik pengumpulan data dilakukan dengan menyerbarkan kuesioner menggunakan Google Form melalui media sosial Twitter dan juga Instagram. Data dianalisis menggunakan SEM dengan media analisis PLS-SEM. Hasil pada penelitian ini menunjukkan bahwa kepercayaan dan kinerja operasional mempengaruhi minat beli secara positif dan signifikan, sedangkan persepsi harga tidak mempengaruhi minat beli secara positif dan signifikan. Peneliti berharap agar penelitian ini dapat berguna untuk penelitian selanjutnya dan juga dapat berguna untuk menambah pengetahuan pembaca.

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Author Biographies

Cyntia Sari, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Rodhiah Rodhiah, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

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