PENGARUH KEPERCAYAAN DAN KUALITAS INFORMASI TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN ONLINE DI SITUS TOKOPEDIA KOTA MALANG

Abstract

Technological developments have made all activities easier, many advanced technologies have emerged that allow business people to develop their business strategies. Marketplace visitor data on the Tokopedia website will reach around 1.2 billion visits per 2023, this phenomenon is marked by the emergence of e-commerce platforms. This study aims to analyze more deeply the influence of trust and information quality on online purchase decisions on the Tokopedia Malang City website. The research method used is a quantitative descriptive research method. The sampling technique is non-probability purposive sampling. The data collection technique was a questionnaire, and documentation of 100 respondents with a sample of the general community of Malang City The hypothesis test in this study used multiple linear regression analysis with SPSS 20.0 tools. The results of the analysis showed that the multiple linear regression method (F Test) simultaneously where ^Fcalculated 55.129>from ^Ftable 3.09 Result (T Test) the dominant factor was the Confidence Influence variable of 4.714. The result (T Test) of the Information Quality variable had a sig value of 0.54 which was insignificant and the tcal value (1.950) < the ttable value (1.984) and for the Coefficient of Determination (R2) was 0.532 while the remaining 47% was influenced by other variables that were not included in this study. From the results of this study there is a relationship between the influence of trust with the quality of information on the decision-making process of online purchasing, but if standing alone the quality of information does not have an influence on the decision-making process of online purchasing on the Tokopedia site, the city of Malang indicates that consumers prefer trust in user reviews, store/platform reputation, price, as well as emotional factors.