{"corpus_id":133022555,"paper_sha":"d696a56c91cf24e6669e0606b2f4fecfb9006a81","doi":"10.33558/OPTIMAL.V12I1.1016","arxiv_id":null,"pmid":null,"pmcid":null,"mag_id":2934224312,"dblp_id":null,"acl_id":null,"title":"Analisis Pengaruh Faktor Kepercayaan, Kemudahan Dan Kualias Layanan Terhadap Keputusan Pembelian Pada Online Shop Zalora Indonesia (Studi Pada Mahasiswa Program Studi Manajemen STIE Mikroskil Medan)","year":2018,"publication_date":"2018-12-19","venue":"Optimal: Jurnal Ekonomi dan Kewirausahaan","journal":{"name":"Optimal: Jurnal Ekonomi dan Kewirausahaan","pages":null,"volume":null},"journal_issn":null,"journal_title":null,"publication_types":[],"pubmed_pub_types":null,"s2_fields_of_study":[],"reference_count":0,"citation_count":18,"influential_citation_count":1,"is_open_access":false,"arxiv_categories":null,"arxiv_license":null,"arxiv_journal_ref":null,"mesh_headings":null,"chemicals":null,"comments_corrections":null,"source_flags":1,"s2_open_access_pdf_url":null,"s2_open_access_landing_url":null,"s2_open_access_license":null,"s2_open_access_status":null,"pmc_open_access_pdf_url":null,"pmc_open_access_landing_url":null,"pmc_open_access_license":null,"pmc_open_access_status":null,"unpaywall_open_access_pdf_url":null,"unpaywall_open_access_landing_url":null,"unpaywall_open_access_license":null,"unpaywall_open_access_status":null,"abstract":"Tujuan penelitian ini  adalah untuk menganalisis faktor-faktor yang mempengaruhi Keputusan Pembelian Pada Website Zalora Indonesia. Faktor-faktor yang diduga berpengaruh terhadap Keputusan Pembelian yaitu kepercayaan, kemudahan dan kualitas layanan. Jenis penelitian ini adalah Deskriptif Kuantitatif. Teknik  pengambilan sampel menggunakan teknik purposive sampling, yang berjumlah 105 mahasiswa pada prodi manajemen STIE Mikroskil Medan. Metode analisis yang digunakan dalam penelitian ini adalah analisis Regresi Linear Berganda. Hasil penelitian menunjukkan bahwa variabel kepercayaan, kemudahan dan Kualitas layanan secara simultan berpengaruh terhadap keputusan Pembelian. Secara parsial variabel kepercayaan dan kualitas layanan berpengaruh terhadap keputusan pembelian, sedangkan kemudahan tidak berpengaruh terhadap keputusan pembelian. Hasil analisis koefisien determinasi sebesar 30.8%, sedangkan sisanya sebesar 70.2% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Variabel kualitas layanan merupakan faktor yang paling pengaruh dominan terhadap keputusan pembelian.","claims":[{"public_id":"cl_9eedce0d04d265e98fa63c297f846dab","status":"active","text":"Service quality is the most dominant factor influencing purchase decisions among the variables studied.","confidence":0.85,"contributors":[{"id":170,"public_id":"gsgmdx9r6e","public_label":"pupuri (gsgmdx9r6e)","roles":["extraction"],"url":"https://sah.borca.ai/u/gsgmdx9r6e"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":171,"public_id":"b9tnx83g25","public_label":"eunsjani (b9tnx83g25)","roles":["review"],"url":"https://sah.borca.ai/u/b9tnx83g25"}],"url":"https://sah.borca.ai/claims/cl_9eedce0d04d265e98fa63c297f846dab"},{"public_id":"cl_764732089e527bee497453ac03879890","status":"active","text":"The coefficient of determination is 30.8%, with the remaining 70.2% of variance in purchase decision explained by 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