Pengaruh Kepercayaan Konsumen dan Kualitas Pelayanan terhadap Keputusan Pembelian Kosumen Online Tiktok Shop MCP SecondBrand

Panjaitan, Vicky Evander (2024) Pengaruh Kepercayaan Konsumen dan Kualitas Pelayanan terhadap Keputusan Pembelian Kosumen Online Tiktok Shop MCP SecondBrand. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the influence of service quality and consumer trust on purchasing decisions at TikTok Shop MCP SecondBrand. The study sample consists of 100 respondents selected using purposive sampling technique, with criteria of being 16-35 years old, following the TikTok MCP SecondBrand account, and having made at least one purchase. Data processing was conducted using SPSS version 25. The results show that both service quality and consumer trust each have a positive and significant effect on purchasing decisions. Among the two independent variables, service quality has the most dominant influence with a beta value of 0.379 and a significance value of 0.000. Simultaneous testing and multiple linear regression analysis indicate that service quality and consumer trust collectively affect purchasing decisions at TikTok Shop MCP Second Brand.

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