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2.13 Pengembangan Model Penelitian ........................................................... 48
BAB 3 METODOLOGI PENELITIAN ........................................................... 53
3.1 Pendekatan Penelitian ............................................................................. 53
3.2 Populasi dan Sampel Penelitian ............................................................. 54
3.3 Metode Pengumpulan Data .................................................................... 55
3.3.1 Studi Literatur ................................................................................. 55
3.3.2 Survei .............................................................................................. 60
3.4 Metode Analisis Data ............................................................................. 61
3.4.1 Model Penelitian Usulan ................................................................. 61
3.4.2 Indikator Penelitian ......................................................................... 66
3.4.3 Instrumen Penelitian........................................................................ 69
3.5 Analisis Data dan Interpretasi Hasil ....................................................... 69
3.6 Kerangka Penelitian ............................................................................... 70
BAB 4 HASIL DAN PEMBAHASAN ............................................................... 73
4.1 Gambaran Umum Objek Penelitian ....................................................... 73
4.1.1 Shopee ............................................................................................. 73
4.1.2 Visi Misi Shopee ............................................................................. 73
4.1.3 Tokopedia ........................................................................................ 74
4.1.4 Visi Misi Tokopedia ........................................................................ 74
4.2 Hasil Pengumpulan Data ........................................................................ 75
4.3 Uji Validitas Reliabilitas ........................................................................ 75
4.4 Hasil Analisis ......................................................................................... 76
4.4.1 Hasil Analisis Demografi ................................................................ 76
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