PENGARUH KUALITAS MOBILE, HARGA, DAN KUALITAS PRODUK DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL MODERASI TERHADAP KEPUTUSAN PEMBELIAN ONLINE SITUS SHOPEE

Abstract

This study aims to see and find out the direct influence of mobile quality, price, and product quality with customer trust as a moderating variable on purchasing decisions. Place of Research on Shopee's online site. The population in this study were all Shopee consumers of active Riau University Postgraduate students who had made online purchase transactions through the Shopee buying and selling site. The sampling technique used is non probability sampling using purposive sampling. Determine the number of samples 5 times the number of variable indicators as many as 24 used. Thus the number of samples to be examined in this study is 120 people. In this study, researchers will use SEM (Structural Equation Modeling) analysis. The results in this study that there is a positive and significant influence between the variables of mobile quality, price and product quality on purchasing decisions. Trust plays a role in moderating the influence of mobile quality and prices on purchasing decisions while for the influence of product quality on purchase decisions Trust cannot moderate.