Hubin, Henrikus Adipa (2026) Pengaruh Harga Dan Kemudahan Terhadap Keputusan Pembelian Dengan Dimediasi Oleh Kepercayaan Pada Jasa Titip Suka-Suka Rute Surabaya-Maumere. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of price and convenience on purchase decisions with trust as a mediating variable in the Suka-Suka personal shopping service on the Surabaya–Maumere route. This research employed a quantitative approach using purposive sampling. The sample consisted of 102 respondents who had used the Suka-Suka service, were at least 17 years old, lived in Surabaya or Maumere, and had used the service at least once. Data were collected through an online questionnaire distributed via Google Forms using a five-point Likert scale. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 through outer model and inner model evaluations, as well as direct and indirect effect testing. The results show that price and convenience have a positive and significant effect on trust. However, price and convenience do not have a significant direct effect on purchase decisions. Trust has a positive and significant effect on purchase decisions and fully mediates the effects of price and convenience on purchase decisions. These findings indicate that trust is an important factor in encouraging consumer purchase decisions in the Suka-Suka personal shopping service. Keywords: Price, Convenience, Trust, Purchase Decision, Personal Shopping Service (Jastip), SEM-PLS.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | HENRIKUS ADIPA HUBIN |
| Date Deposited: | 19 Oct 2026 03:08 |
| Last Modified: | 19 Oct 2026 03:08 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14444 |
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