SKRIPSI
OLEH :
Dengan ini Dosen Pembimbing Skripsi dan Ketua Sekolah Tinggi Ilmu
Disetujui Oleh:
Diketahui Oleh:
Ketua Sekolah Tinggi Ilmu Ekonomi (STIE)
Sumatera Barat Pariaman
i
HALAMAN PENGESAHAN KELULUSAN UJIAN
Disetujui Oleh :
Ketua Sekolah Tinggi Ilmu Ekonomi (STIE)
Sumatera Barat Pariaman
ii
PERNYATAAN
Adalah hasil karya saya sendiri, bukan “duplikasi” karya orang lain
kecuali sebagai bahan acuan atau kutipan dengan mengikuti tata cara penulisan
Demikian surat pernyataan ini saya buat dengan sebenarnya dan tanpa
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PENGARUH PROMOSI DAN KEPERCAYAAN TERHADAP
KEPUTUSAN PEMBELIAN SECARA ONLINE MELALUI SHOPEE
(Studi Kasus Nagari Kuranji Hilir Kecamatan Sungai Limau
Kabupaten Padang Pariaman )
1 2
Muhammad Iqbal Darussalam, Sri Mulyani, Patria Nagara
iqbaldarussalam008@gmail.com srizahirazulaikha@gmail.com patrianagara@gmail.com
Program Studi Manajemen
Sekolah Tinggi Ilmu Ekonomi
Sumatera Barat
Pariaman
ABSTRAK
iv
THE INFLUENCE OF PROMOTION AND TRUST ON ONLINE
PURCHASE DECISIONS THROUGH SHOPEE
(Case Study of Nagari Kuranji Hilir, Sungai Limau District
Padang Pariaman Regency)
1 2
Muhammad Iqbal Darussalam, Sri Mulyani, Patria Nagara
iqbaldarussalam008@gmail.com srizahirazulaikha@gmail.co patrianagara@gmail.com
m
Management Study Program
Institute of Economic Science
West Sumatra
Pariaman
ABSTRACT
This research was conducted to see and analyze how the effect of
promotion and trust on online purchases through Shopee case studies in the
Kuranji Hilir community of Padang Pariaman Regency. The number of samples
in this study may be 99 respondents. The data analysis technique of this research
is multiple linear regression analysis technique with a significant level of 0.05.
Data processing was carried out with the help of the SPSS 21 program.
Based on the results of data processing shows the following results:
Partially, promotion has a positive and significant effect on online purchasing
decisions through Shopee with a t-count value of 2.502> 1.98 and a significant
value of 0.014 <0.05. Partially, trust has a positive and significant effect on
online decisions through Shopee with a t value of 2.595> 1.98 and a significant
value of 0.011 <0.05. Simultaneously, promotion and trust have a positive and
significant effect on online purchasing decisions through Shopee with a
calculated F value of 7.060> 3.09 and a significant value of 0.001 <0.05. In total,
the contribution of promotion and trust in influencing decisions is 12.8%, while
the rest is 87.2% from other variables not discussed in this study such as price,
product variation, and service quality.
v
KATA PENGANTAR
Puji syukur kehadirat Allah SWT yang telah melimpahkan segala rahmat,
Padang Pariaman)”.
Penyusunan tugas akhir skripsi ini telah melibatkan banyak pihak yang
selalu memberikan doa, bantuan dan dukungannya kepada penulis. Oleh karena
1. Ibu DR. Hj. Nurtati, SE, MM, Selaku Ketua Pembeina Yayasan LP3
2. Ibu Novi Yanti, SE, MM, Selaku Ketua STIE Sumatera Barat Pariaman.
3. Ibu Syofria Meidona, SE, MM, Selaku Wakil Ketua Bidang Akademik
4. Ibu Lili Salfina, SE, MM, Selaku Ketua Program Studik Manajemen STIE
Sumatera Barat.
5. Ibu Sri Mulyani, SE, MM, Selaku pembimbing satu saya yang tak pernah
6. Bapak Patria Nagara, SE, MM, Selaku pembimbing dua saya yang tak
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7. Segenap dosen-dosen pengajar di STIE Sumbar Pariaman yang telah tidak
perkuliahan.
9. Semua pihak yang tak mungkin penulis sebutkan satu per satu yang telah
10. Orang yang paling spesial dalam hidup saya. Ayah dan ibu saya yang
terimakasih atas kerja keras dan do’a yang tiada henti serta nasehatnya
keterbatasan. Oleh karena itu, penulis sangat mengharapkan saran maupun kritik
vii
DAFTAR ISI
Hal
HALAMAN PERSETUJUAN..........................................................................i
HALAMAN PENGESAHAN KELULUSAN UJIAN....................................ii
PERNYATAAN.................................................................................................iii
ABSTRAK..........................................................................................................iv
ABSTRACT.......................................................................................................v
KATA PENGANTAR.......................................................................................vi
DAFTAR ISI......................................................................................................viii
DAFTAR LAMPIRAN.....................................................................................xii
DAFTAR TABEL..............................................................................................xiii
DAFTAR GAMBAR.........................................................................................xiv
BAB I PENDAHULUAN..................................................................................1
1.1 Latar Belakang.............................................................................................1
1.2 Identifikasi Masalah.....................................................................................9
1.3 Batasan Masalah...........................................................................................10
1.4 Rumusan Masalah........................................................................................10
1.5 Tujuan Penelitian.........................................................................................11
1.6 Manfaat Penelitian.......................................................................................11
1.7 Sistematika Penelitian..................................................................................12
BAB II KAJIAN TEORI..................................................................................14
2.1 Pemasaran....................................................................................................14
2.1.1 Pengertian Pemasaran.........................................................................14
2.1.2 Fungsi Pemasaran...............................................................................15
2.2 Keputusan Pembelian...................................................................................16
2.2.1 Pengertian Keputusan Pembelian.......................................................16
2.2.2 Indikator Keputusan Pembelian..........................................................17
2.3 Promosi........................................................................................................18
2.3.1 Pengertian Promosi.............................................................................18
2.3.2 Indikator Promosi...............................................................................19
2.4 Kepercayaan.................................................................................................20
2.4.1 Pengertian Kepercayaan.....................................................................20
viii
2.4.2 Indikator Kepercayaan........................................................................21
2.5 Hubungan Promosi Dengan Keputusan Pembelian.....................................21
2.6 Hubungan Kepercayaan Dengan Keputusan Pembelian..............................22
2.7 Penelitian Terdahulu....................................................................................23
2.8 Kerangka Konseptual...................................................................................32
2.9 Hipotesis Penelitian......................................................................................33
BAB III METODOLOGI PENELITIAN.......................................................34
3.1 Jenis Penelitian.............................................................................................34
3.2 Objek Penelitian...........................................................................................34
3.3 Jenis Data Dan Sumber Data Penelitian.......................................................35
3.3.1 Jenis Data............................................................................................35
3.3.1.1 Data Kualitatif.........................................................................35
3.3.1.2 Data Kuantitatif.......................................................................35
3.3.2 Sumber Data.......................................................................................35
3.3.2.1 Data Primer.............................................................................35
3.3.2.2 Data Sekunder.........................................................................36
3.4 Teknik Pengumpulan Data...........................................................................36
3.4.1 Kuesioner............................................................................................36
3.4.2 Observasi............................................................................................36
3.4.3 Studi Pustaka......................................................................................36
3.5 Populasi Dan Sampel...................................................................................37
3.5.1 Populasi ..............................................................................................37
3.5.2 Sampel................................................................................................37
3.6 Teknik Pengambilan Sampel........................................................................38
3.7 Definisi Operasional Variabel......................................................................38
3.8 Skala Pengukuran.........................................................................................40
3.9 Teknik Analisis Data....................................................................................40
3.9.1 Analisis Deskriptif Identitas Responden............................................41
3.9.2 Analisis Deskriptif Tingkat Pencapaian Responden...........................41
3.9.3 Uji Instrumen Penelitian.....................................................................42
3.9.3.1 Uji Validitas............................................................................42
3.9.3.2 Uji Reliabilitas........................................................................42
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3.9.4 Uji Asumsi Klasik...............................................................................43
3.9.4.1 Uji Normalitas.........................................................................43
3.9.4.2 Uji Linieritas...........................................................................43
3.9.4.3 Uji Multikolinieritas................................................................44
3.9.4.4 Uji Heteroskedastisitas............................................................44
3.9.5 Analisis Regresi Linier Berganda.......................................................45
3.9.6 Uji Hipotesis Penelitian......................................................................45
3.9.6.1 Uji T........................................................................................45
3.9.6.2 Uji F........................................................................................46
3.9.7 Analisis Koefisien Determinasi..........................................................46
BAB IV PEMBAHASAN HASIL PENELITIAN..........................................48
4.1 Profil Singkat Shopee...................................................................................48
4.2 Analisis Deskriptif Responden.....................................................................50
4.2.1 Deskripsi Menurut Jenis Kelamin......................................................50
4.2.2 Deskripsi Menurut Usia......................................................................50
4.2.3 Deskripsi Menurut Pendidikan...........................................................51
4.2.4 Deskripsi Menurut Pekerjaan.............................................................52
4.2.5 Deskripsi Menurut Pendapatan...........................................................52
4.2.6 Deskripsi Menurut Sudah Berapa Lama Berlangganan......................53
4.3 Uji Kelayakan Kuesioner.............................................................................54
4.3.1 Uji Validitas........................................................................................54
4.3.1.1 Uji Valitaditas Keputusan Pembelian.....................................54
4.3.1.2 Uji Validitas Promosi..............................................................55
4.3.1.3 Uji validitas kepercayaan........................................................56
4.3.2 Uji Reliabilitas....................................................................................58
4.4 Analisis Tingkat Capaian Responden..........................................................58
4.4.1 TCR Variabel Keputusan Pembelian..................................................59
4.4.2 TCR Variabel Promosi.......................................................................59
4.4.3 TCR Variabel Kepercayaan................................................................60
4.5 Uji Asumsi Klasik........................................................................................60
4.5.1 Uji Normalitas....................................................................................61
4.5.2 Uji Linieritas.......................................................................................61
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4.5.3 Uji Multikolinieritas...........................................................................62
4.5.4 Uji Heteroskedastisitas.......................................................................63
4.6 Analisis Regresi Linier Berganda................................................................64
4.7 Uji Hipotesis.................................................................................................65
4.7.1 Uji T....................................................................................................65
4.7.2 Uji F....................................................................................................66
4.8 Analisis Koefisisen Determinasi..................................................................67
4.9 Pembahasan Hasil Penelitian.......................................................................68
4.9.1 Pengaruh Parsial Promosi...................................................................68
4.9.2 Pengaruh Parsial Kepercayaan ..........................................................69
4.9.3 Pengaruh Simultan..............................................................................69
BAB V KESIMPULAN DAN SARAN............................................................71
5.1 Kesimpulan..................................................................................................71
5.2 Saran.............................................................................................................71
DAFTAR PUSTAKA........................................................................................73
LAMPIRAN.......................................................................................................76
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DAFTAR LAMPIRAN
Hal
xii
DAFTAR TABEL
Hal
xiii
DAFTAR GAMBAR
Hal
xiv