Pengaruh faktor kepercayaan terhadap keputusan pembelian online
Studi kasus pada platform e-commerce dengan pendekatan regresi linier
Abstract
This research aims to analyze the extent to which trust factors influence online purchasing decisions on E-Commerce platforms. By focusing on consumer trust, this research aims to identify significant factors in building trust and their influence on purchasing decisions. This research uses the Linear Regression method as the main analytical tool to measure the relationship between the independent variable (trust factor) and the dependent variable (purchase decision). The results of Linear Regression analysis show that there is a significant influence between trust factors and online purchasing decisions. Certain factors such as platform reputation and customer service quality have a considerable contribution to consumer trust and ultimately influence purchasing decisions. Limitations of this study involve restrictions on the study sample that may affect the generalizability of the findings. The implication of this research is that increasing trust factors can be an important strategy for E-Commerce platforms to improve consumer purchasing decisions. The results of this research provide insight for E-Commerce organizers to increase consumer trust through increasing transaction security and building platform reputation. The uniqueness of this research lies in the application of the Linear Regression method to examine the relationship between trust factors and purchasing decisions in the context of E-Commerce. This research provides added value by providing a deeper understanding of the factors that can influence online purchasing decisions.
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References
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