ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP KEPERCAYAAN, MINAT BELI DAN KEAMANAN BERTRANSAKSI UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE LAZADA.CO.ID DI SEMARANG
Abstract: The online shopping
nowadays has represented a significant escalation. A lot of e- commerce types
have emerged in line with the changing of the way people shop from market place
to market space. Lazada.co.id is one of e-commerce sites founded by Germany’s
Rocket Internet, that now has become one of the most popular e-commerce sites
in Indonesia. But, the popularity of Lazada.co.id should be reviewed due to the
decrease of marketing performance from 2015-2016 that can also be seen from the
decrease in the brand share of e-commerce Business to Consumer (B2C) values.
The decrease of marketing performance is able to weaken Lazada.co.id site. This
research is conducted to analyze factors that affect trust, buying interest,
and transaction security in order to increase consumer buying decision of
Lazada.co.id site in Semarang. By using data from 200 respondents who have made
a purchase in Lazada.co.id throughout 2016, nine hypotheses are proposed through Structural
Equation Model (SEM) analysis. The result of this research has shown that
purchase decision is affected by trust. Consumer trust will be increased if
quality of product information given by the website is considerably good. Thus,
it will form a consumer trust.
Keywords: Information Quality,
Trust, Purchase Decision
Penulis: Nadhissa Shadrina
Zatalini, Mudiantono
Kode Jurnal: jpmanajemendd170830
