Adha, Siti Zainab Aidhil (2022) Pengaruh Kepercayaan Perdagangan Sosial Terhadap Perilaku Pembelian Dimediasi Oleh Kepuasan Perdagangan Elektronik Bagi Pengguna Shopee di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Online shopping media is a situation where someone can make transactions easily. Online shopping media is formed by two dimensions, namely social trade trust and electronic commerce satisfaction, where individual situations can lead to buying behavior in online shopping media. This study was conducted to examine the effect of social trading trust on electronic trading satisfaction, electronic trading satisfaction on purchasing behavior, and social trading trust on purchasing behavior by using electronic trading satisfaction as a mediating variable. The number of respondents from this study were 100 respondents from the Surabaya City area with the criteria of having a Shopee account, gender, age, last education, and occupation. Respondents were selected by purposive sampling. The data analysis technique used is Partial Least Square Equation Modeling using the Smart PLS 3.0 program. The results of this study prove that social trading trust has a significant positive effect on electronic trading satisfaction, electronic trading satisfaction has a significant positive effect on purchasing behavior, social trading trust has a positive and insignificant effect on purchasing behavior, and electronic trading satisfaction fully mediates on the social trading trust variable in buying behavior. Keywords: Social Trading Trust, E-Commerce Satisfaction, and Purchasing Behavior.
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE |
| Divisions: | Bachelor of Management |
| Depositing User: | SITI ZAINAB AIDHIL ADHA |
| Date Deposited: | 05 Dec 2022 08:01 |
| Last Modified: | 05 Dec 2022 08:01 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9710 |
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