Identifikasi Pengaruh E-Commerce Platform Quality Dan Seller Quality Terhadap Peluang Actual Purchase Produk Gadget Dan Aksesorisnya Oleh Konsumen Generasi Z

Putra, Alfarros Daffa Almi (2023) Identifikasi Pengaruh E-Commerce Platform Quality Dan Seller Quality Terhadap Peluang Actual Purchase Produk Gadget Dan Aksesorisnya Oleh Konsumen Generasi Z. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Fenomena belanja online yang semakin meningkat dari waktu ke waktu menunjukkan hasil statistik yang memperlihatkan bahwa kategori produk gadget dan aksesorisnya menjadi salah satu penyumbang kontribusi terbesar terhadap keseluruhan nilai transaksi pada e-commerce di Indonesia, terutama oleh transaksi di kalangan generasi Z. Fakta ini menunjukkan bahwa konsumen semakin percaya dan nyaman untuk melakukan pembelian produk dengan harga yang relatif tinggi melalui e-commerce. Faktor kualitas layanan yang baik menjadi salah satu faktor yang mempengaruhi. Penelitian ini mengekspolorasi dampak dari dimensi kualitas platform e-commerce (system availability, efficiency, customer service, dan privacy/security) dan kualitas penjual (information quality, seller service, dan seller reputation) terhadap kecenderungan pembelian aktual, dengan tetap mempertimbangkan pengaruh dari variabel kontrol seperti pilihan platform e-commerce, price, dan brand produk. Objek penelitian ini adalah platform e-commerce Shopee, Tokopedia, dan Lazada, dengan batasan pada kategori produk gadget dan aksesorisnya. Pendekatan kuantitatif deskriptif menggunakan analisis regresi logistik biner diterapkan pada 227 data yang dikumpulkan melalui kuesioner online. Pemodelan menggunakan Backward Selection menunjukkan variabel price, privacy/security, dan seller reputation berpengaruh signifikan dan berbanding lurus terhadap kecenderungan pembelian aktual. Kontradiksi terjadi pada variabel information quality yang berpengaruh signifikan, namun memiliki pengaruh yang berbanding terbalik terhadap pembelian aktual. Berdasarkan model yang terbentuk, didapatkan ketepatan klasifikasi sebesar 86,8% pada taraf nyata 5%. Hasil penelitian ini diharapkan dapat mengisi kesenjangan penelitian terdahulu serta menjadi referensi bagi pihak terkait untuk mengetahui persepsi konsumen, khususnya generasi Z terhadap kualitas layanan pada e-commerce.
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The raising phenomenon of online shopping over time indicates statistical evidence that the category of gadget products and accessories contributes significantly to the overall transaction value in e-commerce in Indonesia, particularly among Generation Z. This fact demonstrates that consumers are getting more confident and comfortable on purchasing relatively high-priced products through e-commerce. One of the influencing factors is the quality of the service provided. This research explores the impact of e-commerce platform quality dimensions (system availability, efficiency, customer service, and privacy/security) and seller quality dimensions (information quality, seller service, and seller reputation) on the likelihood of actual purchases, while considering the influence of control variables such as the choice of e-commerce platform, price, and brand of the products. The research focuses on the e-commerce platforms Shopee, Tokopedia, and Lazada, specifically within the category of gadget products and accessories. A descriptive quantitative approach was employed, utilizing binary logistic regression analysis applied to 227 data collected through an online questionnaire. The Backward Selection Model used in this research revealed that the variables of price, privacy/security, and seller reputation significantly and positively influence the likelihood of actual purchases. However, there was a contradiction in the case of the variable information quality, which had a significant but inversely proportional impact on actual purchases. Based on the developed model, a classification accuracy of 86.8% was achieved at a 5% significance level. The findings of this research are expected to fill the gap in previous studies and serve as a reference for relevant parties to understand consumer perceptions, particularly among Generation Z, regarding the quality of services in e-commerce.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	E-Commerce, Generasi Z, Kualitas Layanan, Pembelian Aktual, Regresi Logistik Biner; E-Commerce, Z Generation, Service Quality, Actual Purchase, Binary Logistic Regression.
Subjects:	H Social Sciences > HA Statistics > HA31.3 Regression. Correlation H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. H Social Sciences > HF Commerce > HF5549.5 Job evaluation.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Alfarros Daffa Almi Putra
Date Deposited:	10 Oct 2023 05:49
Last Modified:	10 Oct 2023 05:49
URI:	http://repository.its.ac.id/id/eprint/103019

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