Pengaruh kepercayaan dan persepsi risiko terhadap minat beli via instagram Eson kuliner

Pamungkas, Dzulfikar (2018) Pengaruh kepercayaan dan persepsi risiko terhadap minat beli via instagram Eson kuliner. Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Kemajuan teknologi semakin memberikan ruang bagi kreativitas bisnis manusia utamanya dengan pemanfaatan media sosial seperti instagram, facebook, whatsapp, line, dan lainnya karena dinilai praktis dan dapat menghemat biaya pemasaran. Penelitian ini bertujuan untuk membuktikan pengaruh kepercayaan dan persepsi risiko terhadap minat beli via instagram Eson Kuliner. Penelitian ini menggunakan pendekatan kuantitatif yang disajikan secara deskriptif. Populasi dalam penelitian ini adalah followers instagram Eson Kuliner sebanyak 347 followers dan sample sebanyak 186 responden. Pengambilan data penelitian dilakukan secara langsung oleh peneliti, di kota Gresik lokasi UKM Eson Kuliner dengan membagikan kuesioner secara online melalui fitur direct message pada Instagram.Metode analisis data yang digunakan adalah regresi linier berganda dengan menggunakan SPSS 20. Hasil penelitian menunjukkan bahwa secara simultan kepercayaan dan persepsi risiko berpengaruh secara signifikan terhadap minat beli via Instagram Eson Kuliner. Secara parsial kepercayaan juga berpengaruh signifikan terhadap minat beli via Instagram Eson Kuliner. Persepsi risiko juga disimpulkan secara parsial berpengaruh signifikan terhadap minat beli via Instagram Eson Kuliner. Kata Kunci : Kepercayaan, Persepsi Risiko, Minat Beli. ABSTRACK Technological advances increasingly provide space for the creativity of human business, especially with the use of social media such as Instagram, Facebook, WhatsApp, online, and others because they are considered practical and can save marketing costs. This study aims to prove the effect of trust and risk perception on buying interest via Instagram Eson Culinary. This study uses a quantitative approach that is presented descriptively. The population in this study were Instagram Eson Culinary followers as many as 347 followers and a sample of 186 respondents. The data collection was conducted directly by researchers, in the city of Gresik the location of UKM Eson Kuliner by distributing questionnaires online through the direct message feature on Instagram. The data analysis method used was multiple linear regression using SPSS 20. The results showed that simultaneous trust and risk perception had a significant effect on buying interest via Instagram Eson Culinary. Partially, trust also has a significant effect on buying interest via Instagram Eson Culinary. The perception of risk was also concluded partially having a significant effect on buying interest via Instagram Eson Culinary. Keywords: Trust, Risk Perception, Buying Interest.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Keywords: Trust, Risk Perception, Buying Interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business
Depositing User:	Dzulfikar Nanda P.
Date Deposited:	10 Sep 2018 04:00
Last Modified:	10 Sep 2018 04:00
URI:	http://erepository.uwks.ac.id/id/eprint/1862

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