ANALISIS PERSEPSI HARGA, KUALITAS WEBSITE, DAN KEPERCAYAAN TERHADAP MINAT BELI KONSUMEN PADA TOKOPEDIA.COM

Abstract

This study aims to examine consumer purchase interest in e-commerce Tokopedia in terms of price perception, website quality and trust as independent variables. The subjects of this research were students of IAIN Surakarta who had made product purchase transactions on Tokopedia e-commerce. The research data were obtained from the distribution of online questionnaires. The research data processing used multiple linear regression analysis on IBM SPSS 23. The results showed that the price perception variable (X1) had a positive effect on consumer purchase interest at Tokopedia.com. with a t-value of 2.857 and a significance value (sig) of 0.005. Website quality variable (X2) has a positive effect on consumer buying interest at Tokopedia.com with a t-count value of 2.121 and a significance value (sig) of 0.036. Trust variable (X3) has a positive effect on consumer purchase interest at Tokopedia.com. with a t-value of 2.530 and a significance value (sig) of 0.012.Keywords:  Price Perception; Purchase Intention; Trust; Website quality