UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
Kajian ini dijalankan untuk menguji faktor kepercayaan dan kebimbangan privasi
pelajar yang mempengaruhi niat pembelian semula dalam pembelian atas talian di
Universiti Pendidikan Sultan Idris (UPSI). Dalam kajian ini, seramai 375 responden
telah menjawab soal selidik dan data tersebut telah dikumpulkan. Teknik pensampelan
bukan kebarangkalian telah digunakan untuk mengumpulkan data daripada responden
yang mempunyai pengalaman pembelian atas talian. Data primer dan sekunder
digunakan untuk memberikan data yang tepat dalam kajian. Bagi analisis data, aplikasi
SPSS versi 21.0 digunakan untuk mendapatkan keputusan bagi analisis deskriptif,
analisis ke atas dua sampel bebas, kolerasi dan regresi berganda dalam kajian ini. Bagi
hasil kajian yang didapati, ia membuktikan bahawa terdapat kesan positif antara
kepercayaan dan kebimbangan privasi pelajar UPSI terhadap pembelian semula melalui
pembelian atas talian. Selain itu, kajian mendapati bahawa tidak mempunyai perbezaan
atas faktor kepercayaan dan kebimbangan privasi di antara pelanggan wanita dan lelaki
bagi niat pembelian semula. Diharapkan kajian ini dapat menyumbang kepada peniaga
atas talian untuk memahami lebih baik dalam mengekalkan pelanggan mereka. Juga, ia
dapat memberi gambaran yang jelas kepada pengkaji pada masa akan datang mengenai
niat pembelian semula oleh pelanggan melalui internet. |
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