PENGARUH KEPERCAYAAN ONLINE, TESTIMONIAL, DAN PENGALAMAN PEMBELIAN TERHADAP MINAT BELI ONLINE (Studi Kasus pada Aplikasi Shopee)
Daftar Isi:
- Shopee is a quite high ranked Indonesian marketplace site. This site could be easily accessed through the application or website. This study aimed to analize the effect of simultaneous and partial the online trust, testimonial and purchase experience of the online purchase intention of Shopee’s customers. The research variables are website. This study aimed to analize the effect of simultaneous and partial the online trust, testimonial and purchase experience and online purchase intention with population and sample of 97 Shopee’s customers who ever had transaction before to answer the formulation and hypotheses of the study, and the multiple linear regression is the analysis technique. The test results of simultaneously is 19.180 higher than the F table so that can be concluded the online trust (X1), testimonial (X2), and purchase experience (X3) affect the online purchase intention (Y). The partial test results conclude: a) Because of the t calculate is 0.692 lower than the t table so it can be conclude the online trust (X1) partially doesn’t affect the online purchasing intention (Y) of the Shopee site, b) Meanwhile t calculate of the testimonial (X2) is 2.315, and purchase experience (X3) is 4.644 higher than the t table, so it can be concluded that both of those variable partially do affect the online purchasing intention (Y) of the Shopee site. Keyword : Online Trust (X1), Testimonial (X2), Purchase Experience (X3), Online Purchase Intention (Y), Shopee.