Antseden dan konsekuensi dari perceived enjoyment.
Info Katalog
File Repositori
Subyek : Consumer behavior;Consumer satisfaction;Internet marketing
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Yolanda Masnita Siagian
Kata Kunci : e Commerce, online purchase intention, perceived enjoyment, Technology Acceptance Model (TAM).
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TS_MMJ_122012201065_Halaman-Judul.pdf | 13 | |
| 2. | 2024_TS_MMJ_122012201065_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_TS_MMJ_122012201065_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_TS_MMJ_122012201065_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_TS_MMJ_122012201065_Lembar-Pengesahan.pdf | 1 | |
| 6. | 2024_TS_MMJ_122012201065_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_TS_MMJ_122012201065_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_TS_MMJ_122012201065_Bab-1.pdf | 19 | |
| 9. | 2024_TS_MMJ_122012201065_Bab-2.pdf | 10 |
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| 10. | 2024_TS_MMJ_122012201065_Bab-3.pdf | 10 |
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| 11. | 2024_TS_MMJ_122012201065_Bab-4.pdf | 10 |
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| 12. | 2024_TS_MMJ_122012201065_Bab-5.pdf | ||
| 13. | 2024_TS_MMJ_122012201065_Daftar-Pustaka.pdf | 17 | |
| 14. | 2024_TS_MMJ_122012201065_Lampiran.pdf |
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P Perkembangan internet telah mempengaruhi pada pergeseran pola perilaku konsumen dalam hal berbelanja dan memberikan peluang bagi bisnis e Commerce untuk berkembang. Dalam konteks pembelian online di e Commerce, ada berbagai faktor yang memicu niat konsumen dalam melakukan pembelian online. Untuk mengetahui faktor yang mempengaruhi pola perilaku konsumen dalam pembelian online melalui, pada studi ini bertujuan untuk meneliti dan menganalisis faktor faktor dalam menarik minat Online Purchase Intention di platform marketplace e Commerce. Penelitian saat ini menggunakan Teori Technology Acceptance Model (TAM) untuk mengidentifikasi niat pembelian online dengan beberapa variabel independen seperti Perceived Ease of Use dan Perceived Usefulness serta variabel mediasi Perceived Enjoyment dan Social Influence. Data dianalisis menggunakan Structural Equation Modeling (SEM). Hasil menunjukkan bahwa Perceived Ease of Use dan Social Influence berpengaruh pada elemen enjoyment merangsang sehingga memunculkan niat pembelian online bagi konsumen. Hasil penelitian juga ditemukan bahwa Perceived Usefulness tidak berpengaruh langsung maupun sebagai mediasi terhadap niat pembelian secara online. Penelitian ini memberikan kontribusi kepada pemasar, perusahaan, dan pemerintah untuk mempertimbangkan variabel berpengaruh di dalam strategi perusahaan dalam pengembangan platform sehingga konsumen potensial berminat membeli produk fashion di platform eCommerce.
T The internet\\\'s advancement has significantly impacted consumer behavior when it comes to purchasing and has created opportunities for the growth of e Commerce enterprises. Within the realm of e Commerce, numerous elements elicit consumer intent to engage in online purchases. This research investigates and analyzes the factors influencing consumers\\\' Online Purchase Intentions on the e Commerce marketplace platform. Current research employs the Technology Acceptance Model (TAM) to determine Online Purchase Intentions. The model uses several independent variables, including Perceived Ease of Use and Perceived Usefulness, as well as the mediating variables of Perceived Enjoyment and Social Influence. This study employed structural equation modeling (SEM) to analyze the data. The findings indicate that Perceived Ease of Use and Social Influence significantly impact Perceived Enjoyment, consequently affecting consumers\\\' intentions to purchase fashion products online. The research findings also indicated that the Perceived Usefulness could not have a direct and mediate effect on Online Purchase Intentions. This study advocates for including enjoyment as a key component in firm strategies for platform growth. This research contributes to marketers, businesses, and governments considering customer interest and variables influencing purchase intention fashion products on e Commerce platforms.
