Pengaruh Rancangan Situs, Harga, Kepercayaan dan Keamanan terhadap Pembelian Produk Fashion melalui Online Shopping

(1)

! " # $ % $ &'( ) * + , - . / ! " # $ % " & '( %

(2)

) ( # # ) # # - -- *+++, -# . # # # #/ -( *0 # $%&&,# # # # 1 -# + 2 1 1 *2 11, $3 $%%!# $3 # -# $%%4 !% $%%5 *2 ( $%%5,# ( * , 1 # ) 0 1 $%%! 1 &6 &' 2 - 3& # $%%3 1 '$ *+ $%%4,# 7 2 *$%&6, #

(3)

$' # ( # ( -# ) # *$%&$, ( # # -# #" # # -# ( ) # 2 -( * $%&$,# 8 ( 9 8 9 # 2 &# ( : !4; $# 3&; 6# '6; '# '%; 3# $4; <# 1 - $%; !# = > 4; &# 2 ? @ 8A @ ( @ ( . 9 2." " ) 6% $%%'

(4)

* / 2." & # -) + * &555,# $' -# B C -( ( 1 -* ( $%%%,# 2 ( -# * &555,# B # -# - # # - -- - -- # * ( $%%%,# # ( *$%%6, # ( - C-2 + &# !%; !6; $# '3; 3'; 6# '&; 6!; '# $&; $<; + , ) , ' # -.#'/0 # " - 0 , -/- #

(5)

1 *. . = $%%3D = - B $%%%D ( $%%6D + $%%%, " # *$%%6, #2 C $ # " *$%%6, ( # ( ( ( -*E ( &55!,# #2 ) B2F# B2F C - -# # / &55' *. # $%%<,# / ( # " * &55!,# - ) = 2 -) - / 2 . - 2 -*= &554,# # C ) - # * &55!,# # -# *= &554D &55!,

(6)

2 * / $%&&,# 1 * B $%&%,# / - ) *= = $%%4, - * @ G $%%5,#+ *$%%6, C = H *$%%$, ) C6 2 ( 4 6 &' < $%%6 $%%! *" $%%',# = # B ( $' $%%6C$%%' */ $%%3,# = I E 64 * J $%%6,# @ 1 ) * J $%%6,# 2 # " ( -# -* J $%%6,# ( # / # # -- ( ( # K C 2 - ) ) # # A -* J $%%6,#

(7)

3 C # # # / ( ( ( C # -* $%%!,# - - C -2 -2 *. 7 $%%3D . # $%%3,# * $%%<,# 1 - C-#B ( # / / ,# 2 LD * ,# 2 34 ! 2 34 * ,# 2 3

&

- *$%%%, - # # -- C-*= . $%%&D @ $%%$D $%%'D $%%',# #1 (

(8)

4 # # -# # * - $%%%,# * , -* $%%6,# ) C -# -# - ( - - - *+++, ) # 5 &5!5 # 2 1 # &55% # / C= ) +++ &553 2 M * C $%%5,# &55' @ 1 2 M &553 C/ &55<# 2." *$%%!, <$! # B *$%%<, 2 N$$4 $%%! N$34 $%%4 N$44 $%%5# 2 " *6';, ) : : *$$;, ( *$&;, : : *$%;,# . + ( 1 *$%%4, ( 2 : -*'&;, *65;, . : :K. *64;, ( : *64;,# ( # *$%%', ( ( # # - C-)

(9)

5 -) ( *" + $%%4, 2 *. $%%5,# -# ( #/ -: C # / ( - # @ *$%%5, ( #/ -( # *$%%', ( ( ( # *$%%', # ( # -# -- - -# ) -#2 ( ( * ( # $%%',# ( ( * $%%6,# ( C *2 $%&%,# *&55', # # 2 *&55', # *2 $%&%,# (

(10)

*6 ( # 2 # 6 # # = 7 = *$%%3, # 2 *$%%&, # *$%%3?46, -*( , -C ( - ( # ) # - 2 ( # ( ( -# $' # 1 - . / % # - .#' 7 / , 0+ % 8 +/ 9 " % 0 '- 0 - 0." , 7 # , #

(11)

* 2 6<3 #62 -#A * C $%%5,# -* ) $%%6,# 1 # @ & ) # ) # ( # ) # ) ) * , - -# %/0/' # 7. ' ' & ? -$ ? -6 ? -' ? -# . *$%%3, -# *$%%$, ( #- -# -- - = *$%%$, # = 2 *$%%%, 2 2 # = = *$%%$, ( - ) = ( -( *) , - ) * $%%5D = ) 7 $%%'D = 7 2 $%%%D 7 @ $%%$,#

(12)

-*) C -*/ $%%<D / $%%$D 7 = $%%4D = ) 7 $%%',# @ I *$%%$, ( # -* @ 2 $%%4,# 2 *$%%6, : : # -: # ( # ( # * --7 $%%<,# * $%%5,# *$%%3, - # ( *$%%!, ( 1 -# ( * , -# * $%%6,# -* $%%&,#" = # *&555, ( ) ( # -C ( * $%%$,# # # @ ) # *$%%6, ( - # -8 9 ) -* # $%%$,#

(13)

* ## *&553, -- ## *&555, ( ) - # ( *2 " &55%,# " *&555, ( - ) - -# / + *$%%6, -/ ) -: # ( # *$%%$, -2 ? O I -# -# *$%%$, ( 2 -# 2 # -# AM *$%%3, -# # *&553, -# ( ( # . *&55%, ) C -# / - -* . $%%$,# # # -* . &554,# / ## *$%%$, (

(14)

** # -( ) ( # 2 *$%%%, # A ) C C ( # C ) ) * $%%6,#A # -* $%%',# --# -*. ) $%%$,# . . *$%%4, # 0 *$%&%, ) # ( -- C-- # -C # 2 -* $%%%,# 2 *$%%4, -# 7 *$%%<, C C -# 8 8 8 ) 9 ( # ) ( ( B @ / # &6% *$%%&,

(15)

*1 ( 3 &$3 # - -* # # $%%5, -? *&, *$, K *6, *', - *3, # / & ( &6% $$ 6 ; *$5 , !! ! ; *&%& , ( # ( &%& !! !; $5 $$ 6;# &6% $% 3#'; *! , %.( , '7.#" # &/0, 9 %' # ' :;< & # ' , 0 # &# $5 $$ 6; $# + &%& !! !; K &# P $% ! 3#'; $# $% > 6% &&& 43#'; 6# 6& C '% &$ 5#$;

&# & &%$ !4#3;

$# $ &< &$#6; 6# 2 &$ 5#$; -&# ( ( ' 6#&; $# + ( ' 6#&; 6# : ( 4& <$#6; '# 1 3 6#4; 3# C 6< $!#!; &# P # 3%%#%%% 6 $#6; $# # 3%%#%%% > # 555#555 &$ 5#$;

6# # &#%%%#%%% > #&#'55#555 &% !#!;

'# # &#3%%#%%% > # &#555#555 $' &4#3;

3# # $#%%%#%%% C # $#'55#555 $5 $$#6;

<# Q # $#3%%#%%% 3$ '%;

+ , %.( , '7.#" #

(16)

*2 $% 6% 43#'; *&&& , 6& '% 5#$; *&$ ,# $% 6% &&& 4<; $% ! 3;# &6% & &%$ !4#3; $ &< &$#6; 2 &$ 5#$;# & &%$ !5; 2 &$ 5;# - &6% - ( " &/0, 9 '7.#" # %' # ' -' ' # %# &# 3% 64#3; $# 4 <#$; 6# + 1 < '#<; '# << 3%#4; 2 1 &# $ : &&$ 4<#$; $# & 4 <#$; 6# $ & 3 6#4;

'# & & ' 6#&;

3# P & & %#4; = / &# - 6& $6#4; $# / &< &$#6; 6# * , &4 &6#4; '# * , &! &6#&; 3# *B , '4 6<#5; &# ( $6 &!#!; $# && 4#3; 6# - ( & %#4; '# 2 . :) : 4 <#$; 3# E 5 <#5; <# / : $  !# B !< 34#3; + , ) % , -/ # /# # %# ! # /# - #

(17)

*3 - ( ( + ( C ' 6#&; - : ( 4& <$#6; - 1 3 6#4; -6< $!#!;# -: ( 4& <$; - ( ( ( ( C ' 6;# -# 3%%-#%%% 6 $#6; # 3%%#%%% # 555#555 &$ 5#$; # &#%%%#%%% # &#'55#555 &% !#!; # &#3%%#%%% # &#555#555 $' &4#3; # $#%%%#%%% # $#'55#555 $5 $$#6; # $#3%%#%%% 3$ '%;# # $#3%%#%%% 3$ '%; #3%%#%%% 6 $;# *&, *$, *6, *', *3, # 3% 64#3; 4 <#$; ( < '#<; << 3%#4;# - ( 3% 4; ( ' <;# $ &&$ 4< $; & 4 <#$; $ & 3 6#4; & & ' 6#&; & & %#4;# -$ 4< $; & % 4;#

(18)

*4 &6% 6& $6#4; -&< &$#6; &4 &6#4; &! &6#&; '4 6<#5; # - ( 6<#5; &$#6;# / ( !< 34#3; $6 &!#!; ( ) && 4#3; & %#4; . :) : 4 <#$; 5 <#5; : $ # - ( 34#3; %#4;# / ( ( &%& !!#!; $% 6% &&& 43#'; & &%$ !4#3; - : ( 4& <$#6; # $#3%%#%%% 3$ '%;# << 3%#4; $ &&$ 4<#$; '4 6<#5; !< 34#3;# # # K K ) # / ( ) -. 2 %#%%% ( ) %#%3# C (

(19)

*5 ) -. ( ) # " 2 -& . %#%%% %#4%6 $ . %#%%% %#<4% 6 -%#%%% %#!&! ' - %#%%% %#<5$ 3 %#%%% %#!!$ + , # / # = , " ' /# /- = % + , . %#! # . ( ' # .% , ' 7/ /' # & %#%%% %#5$6 $ %#%%% %#<$5 6 %#%%% %#5$4 ' %#%%% %#<%5 3 %#%%% %#56< + , * # / # = , " ' /# /- = % + ,

(20)

16 + , 1 # / # ! /# /- " . %#! # . ( ' # .% , ' 7/ /' # & %#%%% %#44' $ ( ( %#%%% %#!5& 6 %#%%% %#!<< ' %#%%% %#!!< 3 -%#%%% %#43& . %#! # . ( ' # .% , ' 7/ /' # & -%#%%% %#456 $ %#%%% %#446 6 %#%%% %#<&4 ' %#%%% %#455 3 ( -%#%%% %#!&3 + , 2 # / # = , " ' /# /- = % + , #

(21)

1 / ) / 3 * , C 2 %#%%% ( C ) ) = ) - %#%%% C ) # / ) 3 * , 2 C %#%%% ) # / ! ) 3 * , C 2 %#%%% ( C ) ) ) # 2 ( ( ( *@ M $%%&,# 9 : % *. , 2 A &4#%# 9 : -. %#! # . ( ' # .% , ' 7/ /' # & %#%%% %#56' $ %#%%% %#535 6 %#%%% %#5!4 ' %#%%% %#5<6 3 %#%%% %#565 + , 3 # / # = , " ' /# /- = % + ,

(22)

1) -* $%&%,# 9 : % %#< *@ M $%%&,# - . %#!4$ %#%< ( ( ( ( ) - . # ) / 9 % %#4<' %#%< 9 % %#4!$ %#%< ( ) = ) 9 % %#4<% ( ( # ) 9 % %#546 %#%< ( # $ ) &!# C ) * ! C ) * !* $%&&, ' - '-% 7 ( -C * ! ) ) ( -# . = % + , . ( ' # $ 7/ /' # & - . %#!4$ $ $ / %#4<' $ 6 %#4!$ $ ' %#4<% $ 3 %#546 $ + , 4 ' , , + , ' = % + , # , #

(23)

1 2 -C * ! ) # 5 ) ) # " C ) C # ( ) 6#44&3 $#4% 3#%% ( 3 ) 3 = & 3 & 3 # 6#44&3 ( ( C * ) , %#'!!3$# ) ( -# . *$%%3, ( -# *$%%$, ( # K ) 6#!&3' $#<% R 3#%% = 3 # 6#!&3' ( ( C * ) , %#'<34%# / ) 6#!&3' ( * , -# ) - ;. 6#44&3 #'!!3$ / 6#!&3' #'<34% 6#54%% #3%<%% 6#5%<$ #'!5&' ; '#%343 #<&$64 ? A $%&' + , 5 ' - '-% 7 (

(24)

1* : # - # ( * ,# *$%%&, -*$%%3, ( -K ) 6#54%% 6#%% 3#%% = 3 # 6#54%% ( ( C * ) , %#3%<%%# / ) 6#54%% * ! 2 *$%%%, # -*$%%%, ( -# K ) 6#5%<$ $#%% 3#%% = 3 # 6#5%<$ ( ( C * ) , %#'!5&'# ) ( * ,# # # / -( # ) - # @ ) # *$%%6, ( - # K ) '#%343 $#%% 3#%% = 3 # '#%343 ( ( C * ) , %#<&$64#

(25)

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

(26)

12 &! ( ' 6#6$$ S % $64 - %#%%&# Q 6#6$$Q &#<3! - %#%%& %#%3 *%#%%&P %#%3, ' ' ( 8 -8 %#$64 ( ) %#$64 $6#4; - # ) ) -%#%3 * P -%#%3,D C %#$&& %#'3$ %#$64# ( -* Q %#%3,# 2 # * , -* , # - # 2 * , % %3 *3;,# P P % %3 -) T ) 0# / K B ( B $!#4!6 - %#%%%# " B *$!#4!6,_QB *$#'', -%#%%% P %#%3 ( ) -) # 0+ 9 ' # ' , 7 # , # 7 . *$%%3, (

!"# $ % &" & !&' """

% %&" % "%

( $! '&# )

+ ,

(27)

13 7 @ *$%%$, ( -7 *$%%5, -" 2 *$%%4, ( -2 *$%%4, # ( -2 7 *$%&%, ( -2 C 7 @ *$%&%, * , - -- ) # ? *&, -2 7 *$%&%, *$, ) ) . *$%%4, ( -+ *$%%5, ( 7 *$%%5, -# -*= 7 $%%&,# *= 7 + $%%<,# 7 . *$%%3, ( - M *$%%&, * , -@ *$%%$, ( . . *$%%4, ( * , -#

(28)

14 ( # -) * , # -* ! -) * , -# ( * , # -C ? / * ! * ,# ( C( -# 1 C # K ) B @ / # ) -#

(29)

15 &# / - C-# $# / * , * , -#

$

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

(30)

26 . # # $%&%# 8 E-- - + 1 A ? -- . 9 * 6 < # 4 " ':3 6%$C66%# B M /#2# *$%%6,# . 9 0 *6 E #, ? @ ( E # @ # . ( 2# E # $%%! , AR- K ) " ( 0 # @ # + # = ) # 8 -" ( A ? 1 - -. . 9 2#.# # 2# 1 # $%%<# 8EC . ? 2 A 9 * # # &6 $6&C $'$# # # # . # $%%6#9 K A 1 ? . -) 9 6 * # &$ '&C'4 # / /#E# $%&$# 8B 1 - A 2 1 - . 9# # # ! " # $ &<!C&!<# 1 # # 2 - #H#K# 1 #"# $%&$# 8 ( ( A + ? 2 E 9 % %) $ # < " # $ $$6C$6<# ) # # # # $%&$# 82 2 - B 2-- A / ) - . 9 * # # ' " # 3 4&C 54 #.# $%&%# 8 A 9 0 # $%%5# 8A C -EC. 9 -% # '<C3% # 0 H# # $%%'#9. I - A D ) F - 9 * > = $ # # $& " # 4 4&!C4'% @# @ = $%&$# 8B 1 - . I 2 ( EC A 9 * 7 # $ " # ' * 1 , $$6C$6% E# =# # $%&&# 8. . E-- 2 A . R - --9 * < % # # < " # $ 6&C3& # 2 @# $%%4# / 2 / # E &$# & U# ? E # ( #"# = # $%%5# 8 . - 1 ? 2 ) . A C=

(31)

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

(32)

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