Pengaruh Perceived Credibility of Consumer, Perceived Image of  Consumers dan Service Quality dalam Social Marketing  Terhadap Minat Beli Produk E-Commerce Shopee

Michelle Lee; Demak Claudia Yosephine  Simanjuntak; Vincylia  Sky

doi:10.29303/jseh.v10i2.603

Authors

Michelle Lee Fakultas Ekonomi, Universitas Prima, Medan
Demak Claudia Yosephine Simanjuntak Fakultas Ekonomi, Universitas Prima, Medan
Vincylia Sky Fakultas Ekonomi, Universitas Prima, Medan

DOI:

https://doi.org/10.29303/jseh.v10i2.603

Keywords:

Perceived of Credibility Consumer, Perceived Image of Concumer, Service Quality, Buying Interest

Abstract

The aim of this research is to determine and analyze the influence of Perceived Credibility, Perceived Image and Service Quality on Purchase Interest in Shopee E-Commerce Products. This is known because of brand image, personal sales and product quality. The research population that will be used in the research is all Shopee users whose exact number is not known. Because the population is unknown, the sampling technique used is the Lemeshow formula. Can explain that calculations using the Lemeshow formula approach can be used to calculate the number of samples with an unknown population size. The sampling technique used is Accidental Sampling where respondents will be randomly selected to become the research sample. From this formula, the sample size was determined using the Lemeshow formula with a maximum estimate of 50% and an error rate of 10%, resulting in a sample of 96 respondents. The research results found that Consumer Credibility Perceptions had a positive and significant effect on Purchase Intention. Perceived Image of Consumer has a positive and significant effect on Purchase Intention. Service Quality has a positive and significant effect on Purchase Interest. Simultaneously, Consumer Credibility Perception, Consumer Image and Service Quality have a significant effect on Purchase Intention.

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