Proses Pengambilan Keputusan Pembelian di Toko Daring: Peran Faktor Psikologis Persepsi Kualitas Produk dan Tingkat Kepercayaan

Irfan Aulia Syaiful*    -  Universitas Mercubuana, Jakarta, Indonesia
Khairul Rizal  -  Universitas Mercubuana, Jakarta, Indonesia
Anggit Verdaningrum Kumala Sari  -  Universitas Mercubuana, Jakarta, Indonesia

(*) Corresponding Author

Abstract: As changes in purchasing behavior from conventional stores into online stores, fundamental things in consumer psychological processes such as quality perceptions and trust levels need to be reexamined. This research tries to know the contribution of product quality perception and consumer trust in shaping purchasing decision at online store. Sampling in this research was done by incidental sampling technique. Criteria subject used as a sample of research is consumers aged 18-30 years and have been making purchases in online stores at least three times. By using this technique, the subject is 485 people. The results show that product quality and consumer trust are a positive predictor of purchasing decisions at online stores. This study provides evidence that on online purchases, buyers consider almost uniformly the quality of products and online stores that sell products before making a purchase.

Abstrak: Seiring berubahnya tingkah laku pembelian dari toko konvesionalmenuju toko daring, maka hal mendasar dalam proses psikologis konsumen seperti persepsi kualitas dan tingkat kepercayaan perlu dikaji ulang. Penelitian ini mencoba mengetahui kontribusi persepsi kualitas produk dan kepercayaan konsumen dalam membentuk keputusan pembelian di toko daring. Pengambilan sampel dalam penelitian ini dilakukan dengan teknik incidental sampling. Kriteria subjek yang dijadikan sebagai sampel penelitian adalah konsumen berusia 18 – 30 tahun dan sudah pernah melakukan pembelian di toko daring minimal tiga kali. Dengan menggunakan teknik tersebut diperoleh subjek 485 orang. Hasil penelitian menunjukkan bahwa kualitas produk dan kepercayaan konsumen menjadi prediktor positif terhadap keputusan pembelian pada toko daring. Penelitian ini memberikan bukti bahwa pada pembelian daring, pembeli mempertimbangkan secara hampir seimbang kualitas produk dan toko daring yang menjual produk sebelum melakukan pembelian.

Keywords : consumer trust; online buying; purchase decision; product quality

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Psikohumaniora: Jurnal Penelitian Psikologi
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