Setiawan, Muhammad Ricky (2025) Pengaruh Keamanan, Kemudahan, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Pada Marketplace Tokopedia Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of e-commerce in Indonesia has driven technological advancements and a shift in shopping behavior toward online transactions, with Tokopedia emerging as one of the largest marketplaces that reflects the industry's dynamics and the challenges of meeting consumer expectations in the digital era. This study aims to examine the influence of security, convenience, and consumer trust on purchasing decisions in marketplace transactions, focusing on Tokopedia users in the city of Surabaya. A quantitative approach was employed, using purposive sampling involving 102 respondents and an ordinal scale based on the Likert scale formula. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS, covering both measurement model evaluation (validity and reliability) and structural model evaluation (relationships between latent variables). The results indicate that the examined factors security, convenience, and consumer trust have a positive and significant effect on purchasing decisions on Tokopedia's marketplace in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce T Technology > T Technology (General) |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Muhammad Ricky Setiawan | ||||||||||||
| Date Deposited: | 12 Jun 2025 07:59 | ||||||||||||
| Last Modified: | 12 Jun 2025 07:59 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37452 |
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