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Pengaruh Kemudahan dan Kepercayaan terhadap Keputusan Pembelian pada Marketplace Lazada di Kota Balikpapan

Year: 2024

Type: article

Abstract: This study aimed to analyze the effect of ease and trust on purchasing decisions at the Lazada Marketplace in Balikpapan City. This research was conducted on users or consumers of the Lazada marketplace in Balikpapan City. This study uses purposive sampling with some samples that meet the criteria of 110 respondents. The type of data used is quantitative data. The data source uses primary data obtained from the results of distributing questionnaires and secondary data obtained from books and previous research journals regarding the influence of convenience and trust on purchasing decisions in the Lazada marketplace. The analysis tool uses the IBM Statistical Product and Service Solution (SPSS) version 26 program. The results of this study indicate that convenience and trust positively and significantly impact purchasing decisions in the Lazada marketplace.

Source: Prosiding Seminar Nasional Forum Manajemen Indonesia

DOI: 10.47747/snfmi.v2i1.2433

Authors: Purwadi Purwadi, Weny Irianingsih

Institution: Mulawarman University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404650377

FWCI:

Cites: 13

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Related to: 10