ANALISIS PENGARUH KEMUDAHAN, KUALITAS INFORMASI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE PADA APLIKASI LYKE

Ciwijaya, Shelsy Febriantica (2018) ANALISIS PENGARUH KEMUDAHAN, KUALITAS INFORMASI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE PADA APLIKASI LYKE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT The utilization of social media in electronics trade is one of the most effective means of creating consumer purchasing decisions, but besides that a website should pay attention to the ease variable, quality of information on the website and the trust factor in order to create consumer purchase decisions. The purpose in this research is to analyze the influence ease variable, quality information and trust on consumer purchasing decisions on applications LYKE for fashion product category. In this study involving 100 LYKE consumers selected by purposive sampling technique. Data collection techniques in this study using an online questionnaire while the analysis technique using multiple regression analysis. The results in this study indicate that partially and together the ease variable, quality information and trust influence the purchasing decision on LYKE in Palembang for fashion product category. Keyword: ease, quality information, trust and purchasing decision

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