PENGARUH VARIASI PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE BLIBLI.COM: Studi pada Mahasiswa Universitas Kuningan

Mia Repalina

Authors

Mia Repalina Universitas Kuningan

Keywords:

Product Diversity, Trust, Purchase Decision

Abstract

The internet increases public knowledge because it has become a fast and effective mode of communication. The highness of mobility community makes people's lifestyles want their daily needs to be fulfilled instantly. This is followed by the provision of various services that helped the public. And then the business owner has to adapt to the changing habits of activities carried out online. Blibli.com is an Indonesian company that was a subsidiary of Djarum in the digital field in 2011. Blibli.com has become an e-commerce site with a choice of product diversity, payment methods, completed delivery, original product guarantees for increasing consumer trust, and free shipping service providers. This research used a quantitative method. And using 100 students from Kuningan University who are customers or have ever made a purchase at blibli.com. Data collection using questionnaires that have been tested for validity and reliability with the help of Google Forms. The data analysis technique used was the classical assumption test, multiple regression analysis, coefficient of determination, t test, and F test. And the result of this research is a) product diversity has a positive and significant effect on purchasing decisions; b) trust has a positive and significant effect on purchasing decisions; and c) product diversity and trust have an influence of purchasing decisions.

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