Mau, Katarina Yustu (2023) Pengaruh Kepercayaan Konsumen, Kualitas Pelayanan Dan Keamanan Produk Terhadap Keputusan Pembelian Online Pada E-Commerce Shopee Di Kota Malang. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the influence of consumer confidence, service qualityand product safety on online purchase decisions with the object of research on shopeeusers in the Malang city area. This research is a quantitative study, the population in thestudy is all consumers who have made online purchases on e-commerce shopee, which isunknown and can be said to be in the category of infinity. The sampling technique usespurposive sampling with a total sample of 175 respondents. The data collection techniqueuses questionnaires that have been tested for validity and reliability. The data analysistechnique used is multiple linear regression analysis with the analysis tool SPSS 25.Previously, the data had passed and passed the classy assumption test. The results of theF test in this study show that consumer confidence, service quality and product safety havea simultaneous effect on online purchasing decisions, this is evidenced by a significantvalue of 0.000 < 0.05. The results of the t test in this study show that: (1) consumerconfidence has a positive and significant effect on online purchase decisions with acalculated t value of 3.545 and a significant value of 0.001 < 0.05; (2) the quality of servicehas no significant effect on online purchasing decisions with a calculated value of 1.003and a significant value of 0.317 > 0.05; (3) Product safety has a positive and significanteffect on online purchasing decisions with a calculated value of 4.114 and a significantvalue of 0.00 < 0.05. In addition, in this study consumer confidence, service quality andproduct safety influenced purchasing decisions by 68.2%, and the remaining 31.8% wasexplained by other variables, therefore subsequent researchers were advised to add othervariables that were suspected to affect online purchase decisions

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