Motivasi konsumen dalam berbelanja online
Info Katalog
File Repositori
Nomor Panggil : 022151071
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Asep Hermawan
Subyek : Online business
Kata Kunci : utilitarian, hedonic, trust, privacy, perceived benefit, attitude toward online purchasing, electron
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022151071_Halaman-Judul.pdf | 13 | |
| 2. | 2019_TA_MJ_022151071_Bab-1.pdf | ||
| 3. | 2019_TA_MJ_022151071_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022151071_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022151071_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022151071_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022151071_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022151071_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji pengaruh utilitarian terhadap attitude toward online purchasing, hedonic terhadap attitude toward online purchasing,privacy terhadap attitude toward online purchasing, trust terhadap attitude toward online purchasing, perceived benefit terhadap attitude toward online purchasing, dan pengaruh attitude toward online purchasing terhadap online purchase intention, dan Electronic Word of Mouth terhadap online purchase intention . Metode pengumpulan data penelitian ini menggunakan kuesioner dengan teknik purposive sampling kepada 260 responden yang pernah melakukan pembelian secara online. Alat analisis yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS. Sedangkan uji reliabilitas adalah Cronbach’s alpha. Hasil penelitian ini menunjukkan bahwa utilitarian value berpengaruh negative terhadap attitude toward online purchasing, hedonic berpengaruh poitif terhadap attitude toward online purchasing, trust berpengaruh terhadap attitude toward online purchasing, privacy berpengaruh negative terhadap attitude toward online purchasing, perceived benefit berpengaruh positif terhadap attitude toward online purchasing, attitude toward online purchasing berpengaruh positif terhadap online purchase intention, dan Elecronic Word of Mouth berpengaruh positif terhadap online purchase intention. Peneliti selajutnya diharapkan untuk menganalisis perusahaan e-commerce lainnya dan menambahkan variabel.
T This study aims to analyze the effect of utilitarian on attitude toward online purchasing, hedonic on attitude toward online purchasing, privacy on attitude towardonline purchasing, trust on attitude toward online purchasing, perceived benefit onattitude toward online purchasing, and influence of attitude toward online purchasingtowards online purchase intention, and Electronic Word of Mouth on online purchaseintention. This research data collection method uses a questionnaire with a purposivesampling technique to 260 respondents who have made online purchases. The resultsof this study indicate that utilitarian value has a negative effect on attitude towardonline purchasing, hedonic has a positive effect on attitude toward online purchasing,trust has a positive effect on attitude toward online purchasing, privacy has anegative effect on attitude toward online purchasing, perceived benefits have apositive effect on attitude toward online purchasing, attitude toward onlinepurchasing has a positive effect on online purchase intention, and Electronic Word ofMouth has a positive effect on online purchase intention.The analytical tool used isthe Structural Equation Model (SEM) through the AMOS and SPSS programs. Whilethe reliability test is Cronbach’s alpha.Further researchers are expected to analyze the other e-commerce companies and add--- as a new variable.
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