ANALISIS PENGARUH PROMOSI DAN PERSEPSI KEAMANAN TERHADAP KEPERCAYAAN SERTA IMPLIKASINYA TERHADAP MINAT BELI DI E-COMMERCE (Studi pada Pengguna blibli.com)
Abstract: The growing number
of internet users who always increase from year to year cause the emergence of
various types of e-commerce. With the emergence of e-commerce is causing a
change in lifestyle of people who are beginning to move from market place to
market space. Increasingly e-commerce makes the more intense competition that
happens in e-commerce business. Blibli.com site is a subsidiary company of
PT.Djarum engaged in digital namely PT.Global Digital Niaga. However, the
popularity of the site Blibli.com is still less popular with other sites such
as Elevenia and Lazada.co.id, in addition to the total number of visitors also
experienced a decline that occurred from the year 2016-2017. In addition to the
decrease in the number of visitors Blibli.com also often get complaints or
negative comments. This study was conducted to examine the effect of
promotional variables and security variables on buying interest in e-commerce
blibli.com through trust as intervening variable. This research uses
quantitative data analysis method with Structural Equation Method (SEM)
analysis tool. The number of respondents in this study was 197 respondents. The
result of analysis shows that one independent variable that is promotion
(0,369) has positive and significant correlation to intervening variable that
is trust while independent variable of perception security (0,138) have
positive relation but not significant. There is one independent variable having
positive and insignificant relation to dependent variable that is perception
security (0,071). There are two variables that have a positive and significant
relationship to the dependent variable (buying interest) that is promotion and
trust. While perception security has a positive and insignificant relationship
to buying interest as a dependent variable.
Keywords: promotion,
perception of security, trust, buying interest in e-commerce
Penulis: Rendy Budi Pratama,
Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170790
