PARINDURY, RAHMI DINA (2016) PENGARUH KEPERCAYAAN, CITRA TOKO, RISIKO YANG DIPERSEPSIKAN, DAN PENGALAMAN BELANJA ONLINE TERHADAP NIAT BELI KONSUMEN ZALORA DI SURABAYA. Undergraduate thesis, STIE Perbanas.
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Abstract
The rapid development of e-commerce shows that the level of competition in e-commerce increases so that companies that conduct e-commerce must be prepared to face the competition. Companies must create the right strategy by understanding the behavior of consumers. Purchase intention can be used as indicators to predict consumer behavior. Purchase intention can represent the likelihood that consumers will plan or be willing to purchase a particular product or service in the future. This study aimed to analyze the influence of trust, store image, perceived risk, and online shopping experience on purchase intention. For this purpose, Zalora chosen to be the object of research. This study used a questionnaire to collect data, Likert scale for measuring variables, purposive sampling for sampling techniques, as well as partial test and simultaneous test to hypothesis testing with a sample of 120 respondents. The results showed that 1) trust is partially not positive significant effect on purchase intention, 2) store image is partially positive significant effect on purchase intention, 3) perceived risks partially negative significant effect on purchase intention, 4) online shopping experience partially positive significant effect on purchase intention, and 5) trust, store image, perceived risk, and online shopping experience simultaneously a significant effect on purchase intentions. This study shows that Zalora should set the right strategy to establish a good image, reducing the perceived risks of consumers, as well as change the perception of consumers who had an unpleasant experience when shopping online. Keywords: Purchase Intention, Trust, Store Image, Perceived Risk, Online Shopping Experience.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.87 - MARKETING CHANNELS |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 02 Nov 2016 03:16 |
| Last Modified: | 02 Nov 2016 03:16 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/324 |
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