PENGARUH KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOP DI INSTAGRAM

Abstract

This study aims to determine whether there is influence of trust Yogyakarta college student
on purchasing decisions through the online shop on Instagram. The results of this study showed
a significant difference to the results of research Based on a simple linear regression showed that
the variables of trust (X) has tcount> ttable, ie 11.082> 2.851 with a significance level of 0.000.
This means that Ho refused and H1 accepted. That is, that there is a positive and significant
influence between the increase in confidence (X) of the Purchase Decision Online (Y). Based on
the results of the hypothesis means that Ho refused and H1 accepted.
Fhitung calculation results obtained by value Fhitung 0.000 8.470 with a significance of
less than 0.05 and Ftabel at 3.9082. F value of 8.470> 3.9082. The results of this study mean
confidence variable (X) jointly influence on purchase decisions online (Y). The result of the calculation of the coefficient of determination (R2) to demonstrate the
value of R2 = 0.738 means that confidence (X) can explain the purchase decision online (Y) 73.8
percent The remaining 26.2 percent is influenced by other variables not included in this model.

Keywords: trust, decision pembelian, online shop