PENGARUH KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE TOKOPEDIA PADA MASYARAKAT KOTA MEDAN

Abstrak

This study aims to determine the effect of trust, convenience, and quality of information on purchasing decisions at Lazada's online store. The population in this study were all Sriwijaya University students who had bought products through the Lazada online store. The sampling method used purposive sampling with a sample size of 100 people. The data analysis technique used is Multiple Linear Regression. The results of this study simultaneously show that the variables of trust, convenience, and quality of information have a significant influence on purchasing decisions at the Tokopedia online store. The variable that has the dominant effect is the information quality variable.