顾客的信任和满意度对在 SMA Swasta Bina Guna Tanah Jawa 的 Shopee 上在线购买服装的兴趣的影响

Romatua Hutapea, Binsar Tison Gultom, B. A. Simamora
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引用次数: 0

摘要

本研究的问题是,消费者对在比纳古纳丹纳爪哇私立高中的Shopee网上购买服装产品兴趣不大。本研究旨在确定消费者对碧娜古娜塔纳爪哇私立高中Shopee的信任度和在线消费者满意度。本研究属于定量研究,采用定量描述性数据分析方法。研究对象是 Bina Guna Tanah Java 私立高中的学生,共有 202 名学生。研究样本包括 120 名学生。研究人员采用的抽样技术是根据学校班级进行随机抽样。采用的数据收集技术是问卷调查。假设技术使用了多元回归分析和判定系数(R2)。研究结果表明1)消费者信任对购买兴趣有积极而显著的影响。这可以从 t 检验中看出,消费者信任的计算 t 值(4.440)大于 t 表值(1.65787),这意味着该变量是显著的。2)消费者满意度对购买兴趣的积极影响是积极且显著的。这可以从 t 检验中发现,消费者满意度的计算 t 值(3.123)大于表中值(1.65787),这意味着该变量是显著的。3)消费者信任和消费者满意度共同影响购买兴趣。这可以从 F 检验中看出,计算的 F 值(12.256)大于表中的 F 值(3.07)。确定性检验的 R 平方系数为 0.173,这意味着消费者信任和消费者满意度这两个变量中的 17.3%影响了比纳古纳丹那爪哇私立高中在 Shopee 网上购买服装产品的兴趣,其余的 82.7%是其他变量的影响。
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The Impact of Customers’ Trust and Satisfaction on Interest in Buying Clothes Online on Shopee at SMA Swasta Bina Guna Tanah Jawa
The problem in this research is the low interest in buying clothing products online at Shopee at Bina Guna Tanah Java Private High School. This research aims to determine consumer trust and online consumer satisfaction with Shopee at Bina Guna Tanah Jawa Private High School. This type of research is quantitative research with a quantitative descriptive data analysis approach. The research population was students at the Bina Guna Tanah Java Private High School with a total of 202 students. The research sample consisted of 120 students. The sampling technique used was random sampling by the researcher according to the class at school. The data collection technique used was a questionnaire. The hypothesis making technique uses multiple regression analysis and the coefficient of determination (R2). The research results show that: 1) there is a positive and significant influence of consumer trust on buying interest. This can be seen in the t test where the calculated t value of consumer trust (4.440) > t table value (1.65787) which means this variable is significant. 2) there is a positive and significant influence of consumer satisfaction on the positive influence of buying interest. This is found in the t test where the calculated t value of consumer satisfaction is (3.123) > the table value (1.65787) which means that this variable is significant. 3) consumer trust and consumer satisfaction together influence buying interest. This can be seen in the F test where the calculated F value (12.256) > table F value (3.07). The R square coefficient of determination test was found to be 0.173, which means that 17.3% of the variables of consumer trust and consumer satisfaction influence the interest in buying clothing products online at Shopee at Bina Guna Tanah Jawa Private High School and the remaining 82.7% is the influence of other variables. not examined in this study.
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