NURDEWI ARYANI, SRI (2015) PENGARUH PERSEPSI MASYARAKAT ATAS ATRIBUT PRODUK TERHADAP KEPERCAYAAN PADA SITUS JOGJAPLAZA.COM. Masters thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Intensitas persaingan di antara situs pemasaran online yang semakin tinggi
akan membawa persaingan antar situs tersebut pada persaingan untuk membangun
persepsi masyarakat. Sebagai sebuah produk, situs memiliki atribut yang dapat
digunakan untuk menilai suatu situs, diantaranya kualitas situs, pelayanan di situs,
desain tampilan situs serta keamanan bertransaksi. Penelitian ini diarahkan untuk
mengkaji tentang pengaruh persepsi masyarakatatas atribut produk terhadap
kepercayaan pada situs jogjaplaza.com.
Jenis data yang digunakan dalam penelitian ini adalah data primer. Sampel
atau responden dalam penelitian ini adalah masyarakat pelaku bisnis UKM, yaitu
pihak yang menggunakan situs Jogjaplaza.com sebagai sarana promosi
online.Data diperoleh melalui penyebaran kuesioner. Instrumen penelitian yang
digunakan dikembangkan dari jurnal Holsapple & Wu (2008) dan Jarvenpaa et al.
(2000). Teknik analisis data menggunakan analisis regresi linear berganda.
Berdasarkan hasil penelitian dapat disimpulkan bahwa (1) Persepsi
masyarakat atas kualitas situs secara parsial berpengaruh positif terhadap
kepercayaan konsumen pada situs Jogjaplaza.com. (2) Persepsi masyarakat atas
pelayanan di situs secara parsial tidak berpengaruh terhadap kepercayaan
konsumen pada situs Jogjaplaza.com. (3) Persepsi masyarakat atas desain
tampilan situs secara parsial berpengaruh positif terhadap kepercayaan konsumen
pada situs Jogjaplaza.com. (4) Persepsi masyarakat atas keamanan bertransaksi
secara parsial berpengaruh positif terhadap kepercayaan konsumen pada situs
Jogjaplaza.com. (5) Persepsi masyarakat atas kualitas situs, pelayanan di situs,
desain tampilan situs dan keamanan bertransaksi secara bersama-sama
berpengaruh positif terhadap kepercayaan konsumen pada situs Jogjaplaza.com.
Kata Kunci: atribut, persepsi, kepercayaan
The intensity of competition among online marketing sites will be higher
and create competition between these sites to build the public's perception. As a
product, the site has some attributes that can be used to assess a site, including the
quality of the site, the service at the site, the site design and transaction security.
This study was directed to examine about the influence on the public perception
of product attributes against belief in jogjaplaza.com site.
Data used in this study are primary data. Sample or respondents in this study
is a community of SME business people, namely those who use Jogjaplaza.com as
an online promotion tool.Data obtained through questionnaires. The research
instrument used was developed from the journal Holsapple & Wu (2008) and
Jarvenpaa et al. (2000). Data were analyzed using multiple linear regression
analysis.
Based on the results of this study concluded that (1) the public perception on
the quality of the site has positive effect partially on consumer’s belief in the site
Jogjaplaza.com. (2) The public perception on services at the site partially doesn’t
have positive effect partiallyon consumer’s beliefin the site Jogjaplaza.com. (3)
The public perception on the site design has positive effect partially on
consumer’s beliefin the site Jogjaplaza.com. (4) The public perception on the
security of transactions has positive effect partiallyon consumer’s beliefin the site
Jogjaplaza.com. (5) The public perception on the quality of the site, the service at
the site, the design of the display site and transaction security have positive effect
simultaneously on consumer’s beliefin the site Jogjaplaza.com.
Keywords: attributes, perceptions, beliefs
| Item Type: | Thesis (Masters) |
|---|---|
| Subjek: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 20 May 2016 02:07 |
| Last Modified: | 20 May 2016 02:07 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/1809 |
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