Anteseden dan konsekuensi sikap konsumen terhadap belanja online

DETAIL KOLEKSI

Anteseden dan konsekuensi sikap konsumen terhadap belanja online

Oleh : Siti Nadilah

Info Katalog

Nomor Panggil : 2019_TA_MJ_022151015

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Harsini Soetomo

Subyek : Consumer satisfaction - Shopping online;Marketing management - Technology acceptence model

Kata Kunci : perceived benefits, convenience, price, variety and product selection,

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2019_TA_MJ_022151015_Halaman-Judul.pdf
2.	2019_TA_MJ_022151015_Bab-1.pdf
3.	2019_TA_MJ_022151015_Bab-2.pdf
4.	2019_TA_MJ_022151015_Bab-3.pdf
5.	2019_TA_MJ_022151015_Bab-4.pdf
6.	2019_TA_MJ_022151015_Bab-5.pdf
7.	2019_TA_MJ_022151015_Daftar-Pustaka.pdf
8.	2019_TA_MJ_022151015_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi sikapkonsumen terhadap belanja online. Sampel yang digunakan dalam penelitian inisebanyak 200 responden dengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang aktif melakukan belanja secara online selama 3 bulan terakhir. Pengujian hipotesis dilakukan dengan metode structural equation model (SEM) dengan bantuan software AMOS. Hasil penelitian ini menunjukkan bahwa convenience dan price berpengaruh positif terhadap attitude toward online shopping. Sedangkan variety and product selection memiliki pengaruh namun tidak signifikan terhadap attitude toward online shopping. Selanjutnya attitude toward online shopping berpengaruh positif terhadap online purchase intention. Hasil penelitian ini menyarankan kepada para pemasar online (retail online) untuk meningkatkan convenience dan price sehingga tercipta attitude toward online shopping yang positif, yang selanjutnya akan mendorong munculnya online purchase intention.

T The purpose of this study is to analyze antecedents and consequence consumerattitude toward onlinesShopping. The sample used in this research is 200 respondents by using purposive sampling method. The sample used in this study are consumers who have been actively shopping online for the past 3 months. Hypothesis testing for this research was tested by structural equation model (SEM) with AMOS software.The result of this research show that convenience and price have a positive effect on attitude toward online shopping. Whereas variety and product selection has influence but is not significant on attitude toward online shopping. Then, attitude toward online shopping have positive effect on online purchase intention. The results of this study suggest to online marketers (online retailers) to increase the convenience and price to creat a positive attitude toward online shopping, which then creates online purchase intention.