Anteseden purchasing behavior pada e-commerce

DETAIL KOLEKSI

Anteseden purchasing behavior pada e-commerce

Oleh : Tasya Agustin Elsha Sabilla

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Willy Arafah

Pembimbing 2 : Mahasiswa

Kata Kunci : Customer Loyalty, E-commerce, Online Customer Perception, Purchasing Behavior, Word of Mouth

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002002010_Halaman-Judul.pdf
2.	2025_SK_SMJ_022002002010_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002002010_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002002010_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002002010_Lembar-Pengesahan.pdf	2
6.	2025_SK_SMJ_022002002010_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002002010_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	2
8.	2025_SK_SMJ_022002002010_Bab-1.pdf
9.	2025_SK_SMJ_022002002010_Bab-2.pdf
10.	2025_SK_SMJ_022002002010_Bab-3.pdf
11.	2025_SK_SMJ_022002002010_Bab-4.pdf
12.	2025_SK_SMJ_022002002010_Bab-5.pdf
13.	2025_SK_SMJ_022002002010_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002002010_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji pengaruh Online Customer Perception, Customer Loyalty, dan Word of Mouth terhadap Purchasing Behavior. Penelitian ini menggunakan data primer yang dikumpulkan melalui kuesioner online dengan metode purposive sampling, yang melibatkan 420 responden konsumen aktif e-commerce.Hasil pengujian hipotesis menunjukkan bahwa Online Customer Perception, Customer Loyalty, dan Word of Mouth memiliki pengaruh positif terhadap Purchasing Behavior. Semakin tinggi persepsi konsumen terhadap keamanan, manfaat, dan kemudahan penggunaan e-commerce, maka semakin besar minat mereka untuk berbelanja online. Selain itu, customer loyalty terhadap e-commerce juga meningkatkan kemungkinan konsumen untuk tetap melakukan pembelian di platform yang sama. Word of mouth, baik yang bersifat tradisional maupun elektronik , terbukti memiliki pengaruh besar dalam menarik konsumen untuk membeli produk yang dipromosikan.

T This study aims to examine the influence of Online Customer Perception, Customer Loyalty, and Word of Mouth on Purchasing Behavior. This study uses primary data collected through an online questionnaire with purposive sampling method, involving 420 active e-commerce consumer respondents.The result of hypothesis testing show that Online Customer Perception, Customer Loyalty, and Word of Mouth have a positive influence on Purchasing Behavior. The higher consumers perceptions of the security, benefits, and ease of use of e-commerce, the greater their interest in shopping online. In addition, customer loyalty to e-commerce also increases the likelihood that consumers will continue to make purchases on the same platform. Word of mouth, both traditional and electronic, is proven to have a great influence in attracting consumers to buy promoted products.