Pengaruh Kepercayaan dan Iklan Terhadap Keputusan Pembelian Produk Online di Lazada pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

The purpose of the study is to identify the effect of trust and advertising toward buying decision of online product at Lazada on students of Economy and Business Faculty in Medan Area University. The method used in this study is the associate research which combining two variables or more. The study determines the population of the study are 71 respondents. Then, the study determines 71 participants as the sample size due to the total population is under 100 and utilize the saturated sampling method. The outcome of the study is in line with statistical data analysis and indicators which are based on the validity and reliability. In multiple linier regression test, the trust variable (X1) indicates a regression coefficient as much as 0.515 with significance value 0.000 < 0.05. Then, the advertising variable (X2) shows the a regression coefficient as much as 0.241 with significance value 0.002 < 0.05. Thus, both variables are significantly influencing buying decision (Y) in partial. Moreover, after conducting the t-test, trust shows that t value (6.531) > t table (1.667) and advertising shows that t value (3.223) > t table (1.667). Furthermore, the F-test reveals that F value (97.556) > F table (3.13) with significance value 0.002 < 0.05. Hence, it indicates that trust and advertising simultaneously have the significance and a positive impact towards the buying decision. The (R2) value is 0.734, it is indicates that as many 73.4% of buying decision is influenced by trust and advertising. Then, a total 26.6% might be contributed by other factors.