Pengaruh Kepercayaan Konsumen dan Kualitas Pelayanan terhadap Keputusan Pembelian Kosumen Online Tiktok Shop MCP SecondBrand
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Institusion

Sekolah Tinggi Ilmu Ekonomi Tri Bhakti

Author

Panjaitan, Vicky Evander

Subject

Manajemen Pemasaran 

Datestamp

2024-09-05 03:35:53 

Abstract :
This study aims to determine the influence of service quality and consumer trust on purchasing decisions at TikTok Shop MCP SecondBrand. The study sample consists of 100 respondents selected using purposive sampling technique, with criteria of being 16-35 years old, following the TikTok MCP SecondBrand account, and having made at least one purchase. Data processing was conducted using SPSS version 25. The results show that both service quality and consumer trust each have a positive and significant effect on purchasing decisions. Among the two independent variables, service quality has the most dominant influence with a beta value of 0.379 and a significance value of 0.000. Simultaneous testing and multiple linear regression analysis indicate that service quality and consumer trust collectively affect purchasing decisions at TikTok Shop MCP Second Brand. 

File :
HALAMAN DEPAN.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
DAFTAR PUSTAKA.pdf